Page 1 |
Save page Remove page | Previous | 1 of 216 | Next |
|
small (250x250 max)
medium (500x500 max)
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
Subset |
MOVING CLASSICAL PUBLIC RADIO INTO THE NEW MEDIA FUTURE
by
Brenda Barnes
________________________________________________________________________
A Doctoral Project Presented to the
FACULTY OF THE USC SCHOOL OF POLICY, PLANNING
AND DEVELOPMENT
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PLANNING AND DEVELOPMENT STUDIES
December 2009
Copyright 2009 Brenda Barnes
Object Description
| Title | Moving classical public radio into the new media future |
| Author | Barnes, Brenda |
| Author email | bbarnes@kusc.org; bpbarnes@usc.edu |
| Degree | Doctor of Planning and Development Studies |
| Document type | Project |
| Degree program | Policy, Planning & Development |
| School | School of Policy, Planning, and Development |
| Date defended/completed | 2009-10-06 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-11-03 |
| Advisor (committee member) |
Graddy, Elizabeth Demers, Joanna Mitchell, Jack Wycisk, Max |
| Abstract | The Internet, satellite radio, and cell phones are disruptive technologies relative to radio (Christensen, 1997). In April and May of 2009, a series of focus groups consisting 30-45 year old music listeners reported that they overwhelmingly favor new technologies for listening to music and that their radio listening has declined significantly (see Appendix A).; There are three major factors at work in this change. First of all, focus group participants, all of whom were interested in classical music, were listening to a number of different types of music. This result confirms the “omnivore theory”—that classical listeners are expanding the number of music genres they consume (Peterson & Kern, 1996; Bryson, 1996; Mark, 1998; Holbrook, Weiss, & Habich 2002, 2004; Han, 2003; Mark, 2003; DiMaggio & Mukhtar, 2004). Second, new technologies like Pandora and satellite radio offer a wide variety of music genres and the opportunity to customize the listening experience to a much greater extent than radio allows. Third, negatives to radio are further eroding the time music listeners spend with the medium, specific complaints include too many commercials, too much repetition of music, and a lack of information about what is playing (see Appendix A).; Conventional wisdom in the radio industry is that radio usage, while declining, is still high—much higher than the audience for any new media music service. Furthermore, with no proven revenue model and distribution costs that are not scaleable, new media businesses are not profitable and cannot easily become profitable. Though this information is true, it is likely that a viable revenue model or models will emerge in time. Therefore, this paper offers strategic thinking and a niche for new media development for classical public radio stations—a music discovery service (MDS), a central resource for helping people learn more about music. The other contribution of this paper is the creation of an invention process to zero in on how to develop and implement such a service. This strategy is outlined in detail in Chapter Six. |
| Keyword | public radio; classical music; new media; omnivores |
| Geographic subject (state) | California |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2710 |
| Rights | Barnes, Brenda |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Barnes-3329 |
| Archival file | uscthesesreloadpub_Volume40/etd-Barnes-3329.pdf |
Description
| Title | Page 1 |
| Full text | MOVING CLASSICAL PUBLIC RADIO INTO THE NEW MEDIA FUTURE by Brenda Barnes ________________________________________________________________________ A Doctoral Project Presented to the FACULTY OF THE USC SCHOOL OF POLICY, PLANNING AND DEVELOPMENT UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PLANNING AND DEVELOPMENT STUDIES December 2009 Copyright 2009 Brenda Barnes |
Comments
Post a Comment for Page 1
