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History of the Media, Radio, and Television - College Essay

History of the Media, Radio, and Television

History of the Media, Radio, and Television

When were the forms of media created? When did advertising first show up? Who owns the media?

. Creation of the various forms of media
o Newspapers & Magazines ~ 1880
o Movies ~ 1910
o Television ~ 1980's
o Cable Television ~ 1945
o Satellite Television, Internet, Digital Communication ~ End of the 20th century

History of the Media - Old Radios

In 1920, radio was first developed, primarily for use by the military, strictly for sending messages from one location to another. David Sternoff, the then-president of RCA, first had the idea to sell radio sets to consumers, or what were then called radio receivers. ...

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was not heard on the radio until 1923. RCA at the time was made up of four companies:

*AT&T
*General Electric
*United Fruit
*Westinghouse

United Fruit was one of the first global corporations, and one of the first to advertise on the radio. The AT&T division of RCA first thought about selling time on the air to companies, which marked the start of "toll broadcasting." WEAF was the first station to operate this way, causing widespread outrage, and accusation of "polluting the airwaves."

Because of this controversy, the practice of selling advertising time was called "trade name publicity." Sponsors linked their name with a program on the air, rather than advertising a specific product in a 30 second "commercial" as we know it today.

Why did AT&T decide to experiment with charging companies for air time?

AT&T was not making any money from broadcasting at the time since they only made transmitters, not receivers. They only made money ...

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money from selling advertising.

The rising of radio networks caused the Radio Act of 1927 to be passed, which established the FRC, or what is now known as the FCC, to allocate broadcast licenses. The need for such an organization was brought on by the fact that airwaves are limited resources, and broadcasting itself is a scarce public resource. By the 1930's, the structure of radio have been set by the commercial format, although advertising never dominated radio like it would television later on.

In the 1920's and '30's, radio programs were divided into two groups. Sponsored shows, which had advertisers, and unsponsored shows, which did not. The radio station paid for the ...

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PAPER DETAILS
Added: 4/3/2012 08:27:07 AM
Submitted By: rlktilicutza
Category: Technology
Type: Premium Paper
Words: 5744
Pages: 21

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