What If You Owned a Radio What If You Owned a Radio Station in 1925?Station in 1925?

How would you make money?How would you make money? What would you do with the station What would you do with the station

content?content? How much do you think it would cost How much do you think it would cost

to do this?to do this? Could you make money at it?Could you make money at it? What would be a cheaper way to What would be a cheaper way to

provide top quality programming?provide top quality programming?

NBC – National NBC – National Broadcasting Broadcasting CorporationCorporation

1926- Radio Corporation of America 1926- Radio Corporation of America (RCA) along with General Electric and (RCA) along with General Electric and Westinghouse, developed the NBC Westinghouse, developed the NBC network-go on the air with 24 stations.network-go on the air with 24 stations.

Largely the idea of David Sarnoff.Largely the idea of David Sarnoff. Shortly afterwards, the company Shortly afterwards, the company

formed a second network. Networks formed a second network. Networks were called NBC-Red and NBC-Blue.were called NBC-Red and NBC-Blue.

1941-FCC demanded that NBC be split1941-FCC demanded that NBC be split 1943-NBC sells the blue network to 1943-NBC sells the blue network to

Edward J. Noble and it became ABC Edward J. Noble and it became ABC (American Broadcasting Corporation)(American Broadcasting Corporation)

NetworksNetworks

Columbia Broadcasting System Columbia Broadcasting System (CBS) (CBS)

William Paley – father owned a William Paley – father owned a cigar company. cigar company.

1927 - Bought United 1927 - Bought United Independent Broadcasters – a Independent Broadcasters – a failed network – and made it failed network – and made it CBS.CBS.

Tough competitor – stole NBC Tough competitor – stole NBC talent in the 1940stalent in the 1940s

Made CBS a news powerhouseMade CBS a news powerhouse

Murrow - the news Murrow - the news iconicon

Edward R. Murrow first Edward R. Murrow first broadcast from London in broadcast from London in 1938 and 39 during the blitz.1938 and 39 during the blitz.

Developed the documentary Developed the documentary program See It Now program See It Now

Was concerned about Was concerned about television- thought it would television- thought it would trivialize news. trivialize news.

Murrow’s Murrow’s accomplishmentsaccomplishments

Invented modern style of broadcast Invented modern style of broadcast journalism with the anchor hosting the journalism with the anchor hosting the program and reporters sending stories program and reporters sending stories from the field.from the field.

Took on Joseph McCarthy. Risked his Took on Joseph McCarthy. Risked his career.career.

Speech to Radio Television News Speech to Radio Television News Directors Association was a courageous Directors Association was a courageous criticism of television news – helped criticism of television news – helped marginalize Murrow.marginalize Murrow.

A series of scorching documentaries on A series of scorching documentaries on See It NowSee It Now were important in showing were important in showing how good television news can be. how good television news can be.

1958 Speech to Radio 1958 Speech to Radio Television News Directors Television News Directors

AssociationAssociation And if there are any historians about And if there are any historians about

fifty or a hundred years from now, fifty or a hundred years from now, and there should be preserved the and there should be preserved the kinescopes for one week of all three kinescopes for one week of all three networks, they will there find networks, they will there find recorded in black and white, or color, recorded in black and white, or color, evidence of decadence, escapism evidence of decadence, escapism and insulation from the realities of and insulation from the realities of the world in which we live. the world in which we live.

There is little reference on TV There is little reference on TV to the fact that the nation is in to the fact that the nation is in

mortal dangermortal danger

““during the daily peak viewing during the daily peak viewing periods, television in the main periods, television in the main insulates us from the realities of the insulates us from the realities of the world in which we live. If this state of world in which we live. If this state of affairs continues, we may alter an affairs continues, we may alter an advertising slogan to read: LOOK advertising slogan to read: LOOK NOW, PAY LATER. “NOW, PAY LATER. “

Television is banalTelevision is banal ““If there were to be a competition in If there were to be a competition in

indifference, or perhaps in insulation indifference, or perhaps in insulation from reality, then Nero and his fiddle, from reality, then Nero and his fiddle, Chamberlain and his umbrella, could not Chamberlain and his umbrella, could not find a place on an early afternoon find a place on an early afternoon sustaining show. If Hollywood were to sustaining show. If Hollywood were to run out of Indians, the program run out of Indians, the program schedules would be mangled beyond all schedules would be mangled beyond all recognition. Then some courageous soul recognition. Then some courageous soul with a small budget might be able to do with a small budget might be able to do a documentary telling what, in fact, we a documentary telling what, in fact, we have done--and are still doing--to the have done--and are still doing--to the Indians in this country. But that would be Indians in this country. But that would be unpleasant. And we must at all costs unpleasant. And we must at all costs shield the sensitive citizens from shield the sensitive citizens from anything that is unpleasant.”anything that is unpleasant.”

…”…”when the evidence on a when the evidence on a controversial subject is fairly controversial subject is fairly

and calmly presented, the and calmly presented, the public recognizes it for what it public recognizes it for what it

is--an effort to illuminate rather is--an effort to illuminate rather than to agitate.”than to agitate.”

““Several years ago, when we undertook to Several years ago, when we undertook to do a program on Egypt and Israel, well-do a program on Egypt and Israel, well-meaning, experienced and intelligent friends meaning, experienced and intelligent friends shook their heads and said, ‘This you cannot shook their heads and said, ‘This you cannot do--you will be handed your head. It is an do--you will be handed your head. It is an emotion-packed controversy, and there is no emotion-packed controversy, and there is no room for reason in it.’ We did the program. room for reason in it.’ We did the program. Zionists, anti-Zionists, the friends of the Zionists, anti-Zionists, the friends of the Middle East, Egyptian and Israeli officials Middle East, Egyptian and Israeli officials said, with a faint tone of surprise, ‘It was a said, with a faint tone of surprise, ‘It was a fair count. The information was there. We fair count. The information was there. We have no complaints.’ " have no complaints.’ "

Networks want to play it Networks want to play it safesafe

““The oldest excuse of the networks for their The oldest excuse of the networks for their timidity is their youth. Their spokesmen timidity is their youth. Their spokesmen say, ‘We are young; we have not developed say, ‘We are young; we have not developed the traditions nor acquired the experience the traditions nor acquired the experience of the older media.’ If they but knew it, of the older media.’ If they but knew it, they are building those traditions, creating they are building those traditions, creating those precedents everyday. Each time they those precedents everyday. Each time they yield to a voice from Washington or any yield to a voice from Washington or any political pressure, each time they eliminate political pressure, each time they eliminate something that might offend some section something that might offend some section of the community, they are creating their of the community, they are creating their own body of precedent and tradition. They own body of precedent and tradition. They are, in fact, not content to be ‘half safe.’ “are, in fact, not content to be ‘half safe.’ “

TV doesn’t put the time and TV doesn’t put the time and effort into dealing with effort into dealing with

controversycontroversy ““Editorials would not be profitable; if Editorials would not be profitable; if

they had a cutting edge, they might they had a cutting edge, they might even offend. It is much easier, much even offend. It is much easier, much less troublesome, to use the money-less troublesome, to use the money-making machine of television and radio making machine of television and radio merely as a conduit through which to merely as a conduit through which to channel anything that is not libelous, channel anything that is not libelous, obscene or defamatory. In that way one obscene or defamatory. In that way one has the illusion of power without has the illusion of power without responsibility. “responsibility. “

News should be longer and News should be longer and should not be interrupted by should not be interrupted by

commercials.commercials. ““I recently asked a network official, I recently asked a network official,

‘Why this great rash of five-minute ‘Why this great rash of five-minute news reports (including three news reports (including three commercials) on weekends?’ He commercials) on weekends?’ He replied, ‘Because that seems to be replied, ‘Because that seems to be the only thing we can sell.’ the only thing we can sell.’

‘‘If radio news is to be regarded as a If radio news is to be regarded as a commodity, only acceptable when commodity, only acceptable when saleable, then I don't care what you saleable, then I don't care what you call it--I say it isn't news. ‘call it--I say it isn't news. ‘

““. . . the networks will not even . . . the networks will not even defend their vital interests. “defend their vital interests. “

““When my employer, CBS, through a When my employer, CBS, through a combination of enterprise and good combination of enterprise and good luck, did an interview with Nikita luck, did an interview with Nikita Khrushchev, the President uttered a few Khrushchev, the President uttered a few ill-chosen, uninformed words on the ill-chosen, uninformed words on the subject, and the network practically subject, and the network practically apologized. This produced a rarity. apologized. This produced a rarity. Many newspapers defended the CBS Many newspapers defended the CBS right to produce the program and right to produce the program and commended it for initiative. But the commended it for initiative. But the other networks remained silent. “other networks remained silent. “

The Bottom Line conflictThe Bottom Line conflict

““

““One of the basic troubles with One of the basic troubles with radio and television news is that both radio and television news is that both instruments have grown up as an instruments have grown up as an incompatible combination of show incompatible combination of show business, advertising and news. “business, advertising and news. “

Television News – an Television News – an incompatible combination of . . incompatible combination of . .

..

Show Business

Advertising

News

Harried, Incompetent Harried, Incompetent GatekeepersGatekeepers

““The top management of the The top management of the networks . . . has been trained in networks . . . has been trained in advertising, research, sales or show advertising, research, sales or show business. “business. “

“…“…they also make the final and they also make the final and crucial decisions having to do with crucial decisions having to do with news and public affairs.”news and public affairs.”

““Frequently they have neither the Frequently they have neither the time nor the competence to do this.”time nor the competence to do this.”

Murrow’s FateMurrow’s Fate

1958 – William Paley says Murrow’s 1958 – William Paley says Murrow’s documentaries give him a stomach documentaries give him a stomach ache. See It Now is cancelled.ache. See It Now is cancelled.

Murrow takes a leave of absence.Murrow takes a leave of absence. Murrow resigns from CBS to work for Murrow resigns from CBS to work for

the U.S. Information Agencythe U.S. Information Agency

CBSCBS

Considered the best news network Considered the best news network organization through the sixties and organization through the sixties and seventies.seventies.

Paley , generally considered a good Paley , generally considered a good programmer and meek about confrontation, programmer and meek about confrontation, cancelled top rated “Beverly Hillbillies” at the cancelled top rated “Beverly Hillbillies” at the height of its success because the show height of its success because the show embarrassed his wife.embarrassed his wife.

Paley stepped down as chairman of CBS in Paley stepped down as chairman of CBS in 1983, but held control until he died in 1990.1983, but held control until he died in 1990.

And ThenAnd Then

Westinghouse buys CBS in 1995Westinghouse buys CBS in 1995 Westinghouse buys Infinity Westinghouse buys Infinity

Broadcasting in 1997 – Infinity is a Broadcasting in 1997 – Infinity is a huge radio conglomeratehuge radio conglomerate

Buys American Radio Systems and its Buys American Radio Systems and its 90 radio stations90 radio stations

Buys King World Productions – owner Buys King World Productions – owner of “Wheel of Fortune” and “Oprah of “Wheel of Fortune” and “Oprah Winfrey”Winfrey”

And . . . And . . .

2000 - Viacom Inc. (once part of CBS) 2000 - Viacom Inc. (once part of CBS) buys CBS.buys CBS.

Corporate name is changed to CBS Corporate name is changed to CBS Inc - it becomes the second largest Inc - it becomes the second largest entertainment company in the world.entertainment company in the world.

Source: MSNSource: MSN