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BGSU_Dissertations_0431_Stanton.pdf (7.9 MB)

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A History of the Research and Planning Department of the National Broadcasting Company, Incorporated (1931 to 1976)

Stanton, Michael J.
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1566463048508678

Abstract Details

1977, Doctor of Philosophy (Ph.D.), Bowling Green State University, Media and Communication.
From the start of broadcasting in the United States the National Broadcasting Company (NBC) and its parent company, Radio Corporation of America (RCA), stood at the forefront of the industry. NBC was the first radio network, the first television network, and the first television network to provide full color programming. In 1931, NBC became the first network operation to employ personnel for the express purpose of researching the nature and scope of broadcasting. The NBC Research and Planning Department provides one of the few examples of a network gathering, evaluating and interpreting factual data on a national, corporate level. This investigation into network research activities documents a valuable area of information for students of broadcasting. In addition, the study provides future researchers and managers of broadcasting with a framework of previously tried practices and procedures. The study examines the literature from the start of the department to 1976, including information on the formation, organization, financing and services of the department. The study also documents the research efforts of NBC within the context of American Broadcasting. Interviews and correspondence with officials of the National Broadcasting Company describe their involvement and perceptions of the Research and Planning Department. The results of the study suggest the view that network research must make a contribution to business earnings. Network audience, market, public attitude and economic research supply significant information for use by management executives. In terms of money and manpower, NBC devotes a major effort to research. However, it is only a tool and an analytical instrument. Research findings are only one of many factors which enter into management consideration in decision-making.
Robert Clark (Advisor)
Mass Communications

Recommended Citations

Citations

  • Stanton, M. J. (1977). A History of the Research and Planning Department of the National Broadcasting Company, Incorporated (1931 to 1976) [Doctoral dissertation, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1566463048508678

    APA Style (7th edition)

  • Stanton, Michael. A History of the Research and Planning Department of the National Broadcasting Company, Incorporated (1931 to 1976). 1977. Bowling Green State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1566463048508678.

    MLA Style (8th edition)

  • Stanton, Michael. "A History of the Research and Planning Department of the National Broadcasting Company, Incorporated (1931 to 1976)." Doctoral dissertation, Bowling Green State University, 1977. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1566463048508678

    Chicago Manual of Style (17th edition)

bgsu1566463048508678
265
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