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Chapter 9: Radio Production
The Radio Station
Chapter 9: Highlights
•The first radio commercials aired in 1922.
•Early commercials were live readings: no music, sound
effects, or singing.
•Dialogue spots, using drama and comedy to sell the
•The copy, delivery, and mixdown of commercials must be adapted
to match the station’s format to avoid audience tune-out.
•The production director (imaging director) records voice tracks,
mixes commercials, PSAs and station-imaging content. The
•The production director usually answers to the program director and
works closely with the copywriter and the traffic manager.
•For ease of movement and accessibility, both on-air and production
studio equipment are arranged in a U-shape. The equipment and
cabinetry can be configured to accommodate announcers who either are
standing or seated.
•When operating the console in cue or preview mode,
the operator can listen privately to various audio
sources without channelling them through an output.
•Audio processors, samplers, digital carts, and MIDI enhance a radio
production studio’s product. Virtual processing effects are available
in software such as Adobe Audition and Pro Tools, which have
these features built in.
•Telephone technology has been central to the operation of radio
stations since the beginning. Telephone equipment is central to
the operation of talk-intensive formats.
•Remote broadcasting is common and remains a widespread
practice for news and sports coverage, and entertainment-
•Digital audio workstations, which rely on computer technology and
software (Pro Tools and Adobe Audition are very popular), are currently
used in a vast number of radio production studios.
•The station copywriter, who writes the commercials, promos, and PSAs,
must be familiar with the intended audience and the product being sold.
•The practice of voice-tracking is reducing the number of
announcing jobs. More and more, local station announcing
originates elsewhere, especially in cluster operations and
when stations are a part of major station groups.
