Publisher's Synopsis
Contemporary Radio Programming Strategies deals with music radio as it is today, yet reflects the legacy of the '50s and '60s pioneers who changed the medium from a program-based to a station format orientation. The main concern of the book is to arrive at a set of fundamental beliefs about the values and realities of the radio business in regard to entertainment programming in order to provide a basis for developing programming strategies. Rather than describe the formats and programming that already exist, it asks the question: "What do listeners really want from radio?" and adopts the functionalist viewpoint that a medium is best defined by how people use it.
The book employs a heuristic approach to explore possibilities and relationships regarding the development of innovative programming strategies and includes, after each chapter, a list of the major points summarizing important arguments.
