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the still-patented radio transmitters and receivers (thus effectively establishing a one-time fee model). Programming was financed from the sale of the equipment. Other radio stations and programs were provided as a public service through endowments or municipal financing; a few were operated by universities or public institutions for educational purposes. Some early radio stations were owned and operated by newspaper publishers. Radio gave an added forum to express the opinions of the owners and resulted in increased newspaper sales.
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In the early days of radio broadcasting, sustaining programming included a wide variety of shows offered by radio stations and networks to attract audiences to the new medium. New programs would often go on the air on a sustaining basis in the hopes of attracting a sponsor. If a radio station and its
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Commercial radio stations began broadcasting in the early 1920s, but it would be over a decade before the concept of selling over-the-air advertising would catch on. Many radio stations were established by radio equipment manufacturers and retailers such as RCA and programming was provided to sell
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The radio station owners soon realized they could earn more money by selling sponsorship rights to other businesses, especially as the patents expired and most people already owned a radio. By the 1930s, it was common practice for programs to be owned and produced by the advertiser, who in turn
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which can disrupt regularly scheduled programming. Some viewers find this a source of annoyance since normal programming is often replaced with specials aimed at a wider audience to solicit new members and donations, while others find it ironic that these pledge drives air the most desirable
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began the modern trend of selling advertising time to multiple sponsors. DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. The single-sponsor format began to crumble because of the
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to free up what has become highly valuable advertising space; ad rates for new shows are now based on complicated projections based on the network's other programs, and even the rare airing of a
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programming in order to solicit sponsorship for regularly scheduled shows they have no desire to watch, under the ruse that the donations are supporting the pledge drive programming.
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campaigns) but contractual obligations require the program to air until the contract expires, in which case a show may be moved to a
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instead). Sustaining programs can occasionally appear in modern times, most commonly if a program loses advertisers (such as through
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is a radio or television program that, despite airing on a commercial broadcast station, does not have commercial sponsorship or
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leased production facilities and air time from the network. The advertiser frequently got top billing over the star, as in
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Museum of
Broadcast Communication - Sustaining Program
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stations are funded by donations and operate without
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programs (and even most religious programming is now
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317:"Public Broadcasting Revenue Fiscal Year 2005"
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352:"Pledging Allegiance, or March Madness?"
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333:2011-03-10
304:References
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