Communication Technology Update and Fundamentals, 11th Edition

10

Radio Broadcasting

Gregory Pitts, Ph.D.^*

Our research shows that 92% of Americans believe radio is important in their daily lives. But while it is valued, radio is also taken for granted. Because it is so pervasive, radio is sometimes overlooked, just like water or electricity (National Association of Broadcasters, n.d.).

The industry once believed its future would be secure simply by switching to digital technology, but the popularity of satellite radio, MP3 players, and Internet radio has changed the game plan (Taub, 2006).

Radio technology spent its first 80 years in sedate existence. Its most exotic innovation—beyond improvements in the tuner itself—was the arrival of FM stereo broadcasting in 1961. The latest radio technological sizzle ...