Date of Award

Spring 8-1-2008

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Debra A. Worley

Second Advisor

David W. Worley

Third Advisor

Gerald Z. Slaughter

Abstract

The radio industry faces numerous challenges from newer forms of media. Specifically, devices such as the iPod threaten radio's role as the primary source of music for young listeners. This thesis addresses the effect of ownership consolidation as a result of the 1996 Telecommunications Act on radio music programming diversity. Instead of using the number of formats per market as a measure of programming diversity, this study used a content analysis of Contemporary Hit Radio (CHR) station play lists to measure diversity within a specific radio format. Overall, the study showed a significant increase in the number of plays per week of a CHR station's most popular titles, regardless of the size of the station's market. The results indicate CHR radio stations play their songs more often, resulting in more repetition and less diverse play lists overall. This study suggests that radio stations need to find more sources of music to help differentiate themselves from .mp3 players and other forms of mobile media.

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