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Ever since the passing of its “Golden Era” in 1940, media critics have forecasted the eventual demise of the radio. The invention and popularization of television prompted many to think that other, more sensually stimulating forms of media would replace the radio. After all, people would no longer huddle around the “wireless” to get the daily news or to be entertained by daily programming. Instead, television would take radio’s place as the family entertainment medium, leaving all radios to sit in the closet and gather dust. The interesting thing about these predictions is that they never actually came to fruition. It is now the 21st century and radio is very much alive and thriving, relying on a set of principles that has been revised to be effective in the field’s current state. Of course the days of radio being the most desirable medium are long gone, with television and even the internet taking its fair share of audience away from the once mighty radio. Instead, radio has transformed from an active medium that commanded the attention of the listener to a more passive form of entertainment, with audience members listening while they drive, work, or do other things that demand their attention. Radio’s metamorphosis has not undermined its popularity, however, with Americans spending an average of 22.5 hours a week listening to the radio. And while radio has stayed so popular over the years, it is the program directors, the overseers of the airwaves, who have continued the tradition of delivering high quality programming to radio listeners, keeping them coming back every day to hear their favorite broadcast. The basic job description of a radio program director is quite simple in that he or she controls what is being put on the air. Naturally, station managers and producers may override the decisions of the program director, but for the most part, what is broadcast from the station is usually a result of the decisions made by the program director. The program director works closely with his manager to form an understanding of what exactly the station’s basic content outline should be and then uses this outline to choose what programs are being aired. Not only does the program director choose the programming, but he also chooses who produces it and when it will be aired. Many factors are taken into account when planning the exact programming, such as the audience, advertisers, competition and budget constraints. With all these factors considered, program directors are usually forced to follow a specific agenda, with any deviation from this agenda causing ratings to drop. The criteria for being a program director essentially demands lots of experience in the industry. A standard liberal arts education is preferred, but knowing the trends and standards of the radio industry is invaluable. Many program directors start out as DJs or announcers and work their way up until they have been deemed sufficiently experienced in the industry. It is then that he or she is promoted to program director and able to regulate the programming of the station. Program directors are paid relatively well when considering that the radio industry is not regarded as particularly high paying. The average salary at a low volume station is $30,000 annually, while the average high-volume salary skyrockets to about $92,000 a year. As previously mentioned, a comprehensive understanding of the radio industry is crucial when deciding what material will be broadcast and just how it will be presented.
Approximate Word count = 2273
Approximate Pages = 9.1
(250 words per page double spaced)
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