1 Understanding the Radio Station 2 Frequencies AM 535 to 1700 khz FM 88 to 108 mhz 3 FCC Jurisdiction over the use of all airwaves in the United

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1 1 Understanding the Radio Station 2 Frequencies AM 535 to 1700 khz FM 88 to 108 mhz 3 FCC Jurisdiction over the use of all airwaves in the United States Intending that they be used in the public interest, convenience, or/and necessity. Airwaves in theory belong to the public 4 FCC The Community In the Public Interest Ascertainment Broadcasters are responsible for getting to know their community and finding out about issues and needs in order to be able to serve better Public File 5 FCC Become familiar with and follow rules and guidelines of FCC Maintaining proper transmission levels Giving station ID, its call letters and location Keep an accurate log Implement emergency alert system, EAS (EBS) test. 6 FCC FCC action for violations Letter of admonition or reprimand License forfeiture, fine Denial to renew license Revocation of license 7 The Business The existence of stations, formats, programs, and air personalities are all dependent upon revenues. Determined by the ratings process that monitors who is listening. Simple business economic practice involving a seller, a product and a buyer. 8 Advertising

2 8 Advertising Broadcasters sell commercials/air time to advertisers??? Broadcasters sell their listeners to advertisers 9 Advertising The amount of money an advertiser will pay for commercial time is based solely on how many individual audience members the station can deliver. The business of broadcasting can at times present harsh realities that you must recognize and work with as you proceed with your audio production. 10 Non-Coms Rely on subscribers, program underwriting, government support 11 The Radio Station Structure and personnel 12 Structure of the station Depending on size and type of station, specifics of jobs and number of responsibilities assigned to each person vary. Certain basic functions need to be served regardless of station size or how many people are assigned to these tasks Management & administration Programming Sales Technical 13 The people behind the sound Radio stations are businesses Most production decisions are based on programming decisions. A radio station must create and maintain a unique and identifiable station sound or it will be unable to acquire a listenership and compete in the marketplace 14 Programming and Production Putting together a coherent and profitable program schedule Programming Director Promotions, Production, Announcers, Music Director, News Live or Recorded Live can respond to audience input directly and immediately Recorded production adds complexity and repetition possibility

3 Live or Recorded Live can respond to audience input directly and immediately Recorded production adds complexity and repetition possibility Predictability/Repeatability Radio is the type of medium that you consume while doing something else 15 Production Director Oversee production facilities, equipment, scheduling, projects Ensures that elements of production fit with the station s sound 16 Marketing A station only exists due to its direct ties to the community The area a station draws its income from is called its MARKET Successful stations must understand the market, monitor changes, find ways to create new listeners. 17 Promoting Promotion is getting public attention for a station People identify and support organizations that are familiar to them 18 Positioning Positioning is engaging in marketing to separate themselves from their competition Competition not only includes other radio stations, but other advertising outlets Newspapers, billboards, magazines, TV direct mail, cable, etc. 19 Promotion and Positioning Advertise on other media Merchandising devises such as contests Promotions involving sponsors Participation in charity affairs Giveaways Competitions, trade-outs, gimmicks 20 Promotions Director Organizing the promotion and positioning of station Station s marketer and must develop over-the-air promotions, solicit merchandise for contests and giveaways, handle station s advertising placed on other media 21 Competition and Ratings Ratings - audience share Rate card - developed by station according to numbers

4 21 Competition and Ratings Ratings - audience share Rate card - developed by station according to numbers 22 Arbitron Main rating service for radio Sweeps-twelve week rating period Develops ratings using a random sample method Develops list with demographic information Gets nearly all information using a diary system Breaks all information down into dayparts Sales Radio station s sales department is responsible for selling listeners to clients through advertising. Account Executives work with variety of media buyers Local advertiser, Ad Agencies, National Firms, Co-op Sales Manager Controls the assignment of accounts Sets quotas Motivates sales staff Produce the station s revenue 27 News Production Most expensive type of programming for stations Personnel, work time, equipment, services Little advertising revenue in return. Radio is the most instantaneous, flexible, portable and adaptable of all news media Weather, Natural Disaster Radio does not need an entire crew of people to acquire, edit and assemble news. 28 News & Public Affairs Oversees public affairs programming Manages news personnel and scheduling

5 28 News & Public Affairs Oversees public affairs programming Manages news personnel and scheduling Public Affairs Interviews and discussion programs PSA s Public Service Announcements Recorded, Read Live Deregulation 29 Traffic Communications center of the stations programming Prepares log Programs, commercials Avails Dayparts 30 Chief Engineer Main function is to keep the station on the air Repairs and maintains equipment Many stations contract out for engineering services Reliability of solid state equipment Cost cutting measures. 31 Management and Administration General Manager (GM) & Business Manager Monitoring work flow within station Meeting FCC requirements Accounting, payroll, purchasing, etc. Clerical, receptionists, support staff, etc. Executive from parent corporation. Maintain station operations in terms of generating a profit. Handles major disputes, sets company policy Hires and fires major managers