Terrestrial Radio

Social Media Is The  Death of Terrestrial Radio. 

COMM 1270, Assignment 1-First Constructive, YOUNG

Dian W. Robinson

Satellite radio broadcast over the internet threatens Terrestrial Radio. Therefore, Radio needs to embrace  other channels of distribution to secure the future of profitable radio.  

For many years, Terrestrial Radio ( AM and FM signals broadcast over the air waves) has dominated listening both at home and in the car.

While traveling with my family to Moab, in the mid 50’s, I had my earliest experience listening to Terrestrial Radio. From the moment I heard Elvis Presley sing 'Love Me Tender' on KMOR radio, I was hooked.  I spent hours listening to the top 40 hits. My first transistor radio was created by my Uncle Ballard out of a small square 'tupperware' container.  

I fell asleep listening to my favorite tunes, much like teenagers do with their smart phones waiting for a friend's text or twitter post.  I often monopolized our 'party' phone line  to be the first caller to guess the hit tune, or trivia. I was a Terrestrial 'junky' 

So what’s happened to the Golden Years of radio in the  50’s and early 60’s? Programming has changed. Today’s radio doesn’t spin your favorite  45’s (records).

Delivery of radio has evolved.  When the Telecommunications Act of 1996 deregulated media ownership, several large radio conglomerates became greedy. While gobbling up hundreds of radio stations over the next 10-12 years, they created a less local influence.  According to John Reinan, "Terrestrial radio is increasingly homogenized, as corporate ownership and syndicated programming have destroyed the local autonomy of hundreds of radio stations nationwide.”

The recession, deregulation, debt, and introduction of satellite radio altered the dynamics of radio forever

Syndicated radio personalities, can be heard wherever you travel in the United States..  Today, FM music formats are massaged by contracted consultants hired by radio station clusters covering several geographic markets.

According to Great Speculations , “Pandora looks to challenge Terrestrial Radio’s Dominance in Cars.”  Pandora has captured one-third of all 2014 auto contracts.

Bunk Robinson has been in radio for 45 years and  states: “ Up until now,  I have always said radio will always be around as long as we are a mobile society. I can't say that any more because, over the last several years, I have watched with increasing concern the early onset of other forms of program delivery, such as the walk man, ipod and early development of the  internet.  Now, with the auto industry prepared to make programming available by way of the internet, unless Terrestrial Radio is willing to partner with the broad variety of other delivery services, it's future is very limited. .”

Even though internet will continue to have an impact on Terrestrial radio, they’re beginning to diversify their delivery by utilizing Social Media. Radio personalities are connecting with their listeners by Facebook and  E-blasts.  In addition to revenue generated by selling commercials to their clients, Radio can now promote their business  by Facebook, Eblasts and Web Banners delivered via the internet and smart phone radio Apps.  

New technological inventions will continue to challenge Terrestrial radio. However, the Terrestrial radio stations that have a future, will continue to be innovative with their delivery, content, and revenue streams.