Media, Information and Technoculture 2000F/G Lecture Notes - Lecture 11: Market Segmentation, Avail, Talent Manager

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 2000F/G
• Professor: Daniel Robinson

Document Summary

Golden age (public radio), 1932-1955: radio became a large part of family life. Challenge of television, 1955-1970: challenge itself and re-invent itself. Heterogeneous audiences: mixed audience, program content based on the time of day and who would be listening, many types of listeners throughout the day not the same today. U sho(cid:449)s/statio(cid:374)s popula(cid:396) (cid:894)(cid:858)a(cid:373)os (cid:374)(cid:859) a(cid:374)d(cid:455)(cid:859)(cid:895: most popular were american, also happens in tv. Radio audiences: national to local produced locally and have a local flavour, mass market to market segmentation. Advertising: national to local lower cost local retailers (auto dealerships) focus on radio. Cheaper to produce radio ads than tv ads. Variety shows (throughout the day different content avail), as radio stations reinvent themselves they will move to a single format one type of program in a particular demographic. Share of listening: 1968: 6% fm virtually all am, many thought that fm was odd and will eventually fade away. Fm(cid:859)s sou(cid:374)d (cid:395)ualit(cid:455) (cid:449)as supe(cid:396)io(cid:396: 2000: 65% fm.