These notes are all that is needed to understand Chapter 2 in Only Connect: A Cultural History of Broadcasting in the United States. The chapter covers the era when radios were becoming increasingly popular, highlighting their benefits and withdrawals.
Overview of the Network Age (1926-1940): This period marks the formalization and rapid
expansion of radio broadcasting networks in the U.S., shaping the media landscape for decades.
● Central players: National Broadcasting Company (NBC) (founded 1926) and Columbia
Broadcasting System (CBS) (founded 1927).
● Networks enabled the simultaneous transmission of programs across the country, creating a
national culture and standardized programming.
Key Developments in the Network Age
● NBC’s creation: Radio Corporation of America (RCA) founded NBC in 1926, establishing
two networks (NBC Red and NBC Blue) to reach different audiences.
● CBS’s entry: William S. Paley transformed CBS into a major competitor by focusing on
advertiser-driven programming and cultivating top-tier talent.
● Advertising: Sponsorship became the primary business model, with networks profiting by
selling airtime to advertisers.
● Programming structure: Networks developed standardized schedules and genres (comedy,
drama, variety shows), moving away from amateur broadcasts.
● Chain broadcasting: The practice of linking local stations through national networks. Federal
Communications Commission (FCC) scrutiny eventually led to the "chain broadcasting rule"
in 1941, which required NBC to divest one of its networks, leading to the creation of ABC.
Cultural Impact and Standardization
● Mass culture creation: Radio networks helped unify American culture by providing shared
experiences—popular shows like Amos ‘n’ Andy and The Jack Benny Program became national
phenomena.
● Rise of the celebrity: Radio personalities became national stars. Networks built consistent
listener bases by cultivating loyalty to these figures.
● Cultural homogenization: Local and regional differences in programming were minimized as
national networks imposed uniform content, reflecting the tastes of urban elites and
advertisers.
● Technological advances: Improvements in transmission quality, microphones, and
loudspeakers made network broadcasting technically reliable, increasing listenership and
cultural influence.
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