Masters Theses

Date of Award

12-1978

Degree Type

Thesis

Degree Name

Master of Science

Major

Agricultural Extension

Major Professor

Cecil E. Carter Jr.

Committee Members

Robert S. Dotson, Alvin C. Blake

Abstract

The purpose of this study was to secure information to determine what mass media broadcast outlets were available to Extension personnel in their respective counties for the use of distributing agriculture information in an educational manner. The study was interested in determining what radio, television and cable systems were available within the counties and how Extension personnel are utilizing this media source. The study reviewed the Federal Communication Commissions classi-fications for radio stations and identified the 245 commercial licensed broadcast AM and FM stations in Tennessee according to advertising market areas, counties and Extension districts. Currently there are 26 commercial and noncommercial broadcast television stations in Tennessee. The study identified the stations; their location by market area, county and Extension district; and discussed current agriculture programming used by the stations. Cable television systems are available in 66 market areas. The study reviewed the cable system, their location and identified those systems that could possibly be used by Extension personnel for local programming. Major findings of the study were: 1. There are 245 broadcast radio stations--157 AM and 88 FM—in the state that are licensed for commercial purposes. The FCC has classified the AM stations according to: Clear Channel Class I; Class II, Clear Channel Stations; Regional Channels Classes III-A and III-B; Class IV, Local Channel; and Class I and Class II Clear Channels. The 88 FM stations are divided according to Class A, B and C. 2. There are 15 counties in Tennessee that do not have a radio station. 3. Eighty-two of the broadcast stations identify with a major network for news, syndicated programming and sports. 4. The University of Tennessee Institute of Agriculture Communications Department supplies the commercial broadcast radio stations across the state with a variety of prepared packaged agriculture program materials which collectively represents 230 weekly broadcast programs. 6. Extension personnel in the counties provide the broadcast stations with 142 weekly programs ranging in time from short spots to 30-minute programs. 7. The Tennessee Radio Network and The Tennessee Agri Net supply those subscribing broadcast stations agriculture information, hourly, on a daily basis. 8. There are 15 market areas that do not use any form of prepared packaged material from the University of Tennessee furthermore, there are 17 markets that do not carry any type of county Extension program. 9. Tennessee has been allocated by the FCC a total of 39 broadcast television stations of which 26 are currently in operation. Eighteen of the television stations are commercial and eight are classed as noncommercial/educational. 10. Ten broadcast television stations use the 30-minute agriculture video program prepared by the University of Tennessee on a weekly basis. Extension personnel in two counties do regularly a weekly agriculture program for their commercial stations. 11. Tennessee has 66 cable television systems concentrated within 49 counties. 12. Sixty-three of the cable television systems have been allocated by the FCC 12 channels for network programming, local program-ming and special programming. 13. Fifty-eight of the cable systems have available channels for use by the community for local origination programming. 14. Video production equipment that is owned and maintained by an individual cable television system is limited. A majority of the cable stations do have one fixed camera that automatically scans the weather, news, sports and community announcements. 15. There are nine cable stations that are doing local programming for their communities but on a limited basis. 16. Thirteen counties in Tennessee do not have any form of electronic broadcast media outlet; 28 counties list only one media source; 46 counties have two sources; and 8 counties have available all three--radio, television and cable systems-- electronic broadcast media outlets.

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