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Study: finds residents of certain cities dissatisfied with radio

Residents living in six U.S. cities are for the most part dissatisfied with local , a new report from the Rochester Institute of Technology says.

According to the study, radio listeners in the -Fort Worth market, as well as five other markets in state indicated through answers that four out of every 10 listeners in these markets rate the effectiveness of local radio as providing them with Å“very little  satisfaction or Å“zero satisfaction  in terms of local .



Å“The banking and financial sectors arenâ„¢t the only areas in society witnessing adverse effects from more than two decades of deregulation,  said Michael Saffran, an adjunct professor in communication from the Rochester Institute of Technology. Å“As the nation grapples with the mortgage crisis, U.S. citizens also face a growing Ëœmedia crisisâ„¢ wrought by excessive ownership deregulation and consolidation.”

The report suggests that broadcasters are not meeting their duty of serving the public interest while on the airwaves.

Radio segments also are faring worse when it comes to capturing the youth market, according to Saffran’s study. The report points out that iPods and compact-disk sales have cut into radio’s appeal.

But, in addition to new technology, more than three-quarters of respondents said they find Å“very little  or zero from local based artists and band s on the airwaves.



Radio did in the survey in terms of the stations’ visibility in the communities they serve with talent often visiting local events, the report says. However, Saffran said this is a small initiative that does little to fulfill the broadcasterâ„¢s need to be a steward of the community.

The other cities surveyed were Binghamton, Buffalo, Ithaca, -Somerset-Union and Rochester, all in New state.
Study: D-FW residents dissatisfied with radio – Dallas Business Journal:.

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