Branding TV, 2nd Edition

8CHAPTER

Learning from Radio

Experiencing massive competition long before television began to feel the competitive heat from cable and satellites, the radio industry began to experience a competitive upheaval in the late 1970s, when the Federal Communications Commission (FCC) introduced hundreds of new AM and FM frequency allocations. Since that time, the commission periodically has opened up more and more spectrum.

Radio broadcasters may not have used the term branding until the 1990s, but the fundamental ideas behind brand equity have been in play by radio managers for many years. As a result, radio professionals are already successful at using some basic tenets of brand marketing. Ideas regarding audience segmentation and brand positioning ...