Masters Theses

Date of Award

6-1986

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Sam Swan

Committee Members

Robert Maddox, Dhyana Ziegler

Abstract

Black people, America's most dominant racial minority, have long been underrepresented among those who control and run the broad casting industry. Considerable evidence suggests that black broad casters are faced with unique problems, pecular to black ownership. In an effort to determine the distinctions that make black ownership unique, there must be an examination of the key factors that impact upon black ownership. This study provides a historical and descriptive review of black ownership of broadcast facilities. Furthermore, the research methods employed produced a current status report of black-owned commerical radio and television stations in the United States.

Some of the findings were:

1. More than 50% of the black-owned radio and television stations were acquired during the past 15 years. All of the television stations were acquired since 1975.

2. Eighty-six licensees accounted for nearly 70% of the stations, with eight classified as group owners. Two licensees were classified as crossowners and more than 25% of the licensees maintain common ownership of stations in the same market.

3. Nearly one-half of the 137 stations in this study were located in the South, with more than 20% in the East and Midwest. More than half of the stations were located in one of the leading black metropolitan areas.

4. More than 60% of the radio stations were located in large and major markets. Less than 10% of the stations were located in small markets. In addition, more than one-third of the television stations were located in the top 100 markets.

5. Eighty-four of the 124 radio stations in this study used the extended services of at least one national network. However, most of the black-owned television stations were independent of network affiliation.

Results from this study indicate that most of the characteristics that decide the success or failure of black-owned broadcast facilities do not greatly differ from mainstream radio and television. However, the findings do seem to suggest that the most obvious distinctions between black-owned radio and television stations and the total commercial broadcasting industry are ownership patterns, radio station format and television network affiliation. Substantial evidence suggests that these differentials may present major problems relative to the profitability of black-owned broadcast facilities.

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