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Radio Programming: Tactics and Strategy by Eric Norberg

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6

News as a Programming Weapon

 

 

 

At one time, the rules of the Federal Communications Commission (FCC) required every station to broadcast a minimum quantity of news. When this obligation was lifted during the deregulation period of the early eighties, many program directors of music-oriented stations breathed a sigh of relief and did away with most (or all) newscasts. Today, any remaining news broadcasts are usually restricted to the morning show, and in-depth or consistent news coverage is left to the All-News, News-Talk, or self-styled “full-service” radio stations. This can be a serious mistake.

The first step in deciding how much news your station should be presenting is to rethink the old cliché that news is a “tune-out.” Certainly, ...

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