Chapter 9: Production
Overview
Topics for this chapter include: a spot retrospective, formatted spots, the production room, the
studios, editing, copywriting, announcing tips, voice-tracking, and the sound library.
Student Objectives
Upon completing the study of this chapter, the student will have acquired the following
competencies:
xA thorough knowledge of the production studio and equipment;
Discussion Topics
xWhat are the differences between commercials that come to a station from advertising
agencies and local retail non-agency sources? How might the two sources be combined?
Class Activities
xIf at all possible, the primary activity should be a tour and demonstration of a radio
production studio. Students should be allowed limited, supervised, hands-on experience
to pique their interest.
xHave students listen several times to a heavily produced radio commercial. Have them
determine how many different elements (e.g., copy, announcer, sound effects, bed music,
etc.) contributed to the overall effect.
Assignment
Divide the students into teams of two or three and ask them to record commercials from eight to
ten stations using different formats. Have them list apparent production and copy differences in
QUIZ: Chapter: 9 Production
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__ a. With a live orchestra and singers
__ b. With just the announcer and no music
__ c. On recording tape with jingles
__ d. Recorded on wax cylinders for airplay
2. The first radio commercial ever aired lasted over ten minutes and aired over what station?
__ a. WKRP
__ b. WEAF
__ c. WHEN
__ d. WXYZ
3. On Christmas Eve 1926, the radio jingle was introduced, when four singers gathered for a
musical tribute to what product?
__ a. A New Jersey real estate development
__ b. Lux, a popular brand of soap
__ c. Wheaties cereal
__ d. Camel cigarettes
4. What type of radio spots became popular during the 1930s?
__ a. A straight pitch with organ music
__ b. An announcer reading the copy without music or sound effects
__ c. Dialog spots using drama and comedy
__ d. Commercial messages imbedded in program content
5. What new technology in the 1950s replaced live commercials with prerecorded
messages?
__ a. Disc-cutting machines
__ b. Wire recorders
__ c. Computerized production
__ d. Magnetic recording tape
6. In creating “formatted” spots, a spot for a music station will be produced in what style?
__ a. Always use comedy
__ b. Standard “hard-sell”
__ c. Voice cold, no music or sfx
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7. The job to record voice tracks, mix commercials and promos, maintain the production
library, and perform basic editing chores is done by whom?
__ a. The program director
__ b. The production director
__ c. The sales manager
__ d. The chief engineer
8. What is the usual arrangement for production studios in a cluster of stations?
__ a. There is often a single primary production facility
__ b. Each station in the cluster has its own production facility
__ c. Production is all done at corporate headquarters
__ d. All production is done in the air studio
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it being distributed to other points?
__ a. The cue circuit
__ b. The program trunk
__ c. The auxiliary trunk
__ d. The external or air monitor
10. Computers may be used in the air studio to perform what functions?
__ a. Audio Vault for automation
__ b. Selector to program music
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__ d. All of the above
11. To alter the amplitude to create the illusion of being louder without actually changing the
decibel level is called:
__ a. Equalizing
__ b. Phasing
__ c. Compressing
__ d. Sampling
12. A routing device connecting the console with various external devices is called:
__ a. A patch panel
__ b. An audio board
__ c. A digital workstation
__ d. A DAT recorder
13. Which type of microphone pickup pattern is sensitive to sound from all directions?
__ a. Bidirectional microphones
__ b. Omnidirectional microphones
__ c. Nondirectional microphones
__ d. Unidirectional microphones
14. Nondestructive nonlinear editing is done with:
__ a. A razor blade, by cutting tape
__ b. A digital workstation with computer
__ c. A multitrack tape recorder
__ d. A live announcer and music
15. What is the job title of the station employee who prepares written material?
__ a. The account executive
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__ c. The copywriter
__ d. The wordsmith
16. What effect has the consolidation of radio companies had on announcing job
opportunities?
__ a. The radio announcer ranks have increased
__ b. There is less “voice-tracking,” hence more jobs have been created
BBF7KHUHKDVEHHQQRVLJQL¿FDQWFKDQJHLQthe number of job opportunities
__ d. A decreased number of men and women in this country make their living before the
microphone
17. A station’s sound library may consist of:
__ a. Sound effects recordings
__ b. Music bed libraries
__ c. Cuts from CDs
__ d. All of the above
ANSWER SHEET
Comment [ART1]: AU: In the essay
answers you say “thousands,” which
doesn’t ring true with “very few” and might
be confusing for the reader. Change ok?
Chapter 9: Essay Questions
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2. On Christmas Eve 1926, the radio jingle was introduced, when four singers gathered for a
musical tribute to what product?
3. What type of radio spots became popular during the 1930s?
4. What new technology in the 1950s replaced live commercials with prerecorded
messages?
5. In creating “formatted” spots, a spot for a music station will be produced in what style?
6. What does the production director do?
7. What is the usual arrangement for production studios in a cluster of stations?
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it being distributed to other points?
9. Computers may be used in the air studio to perform what functions?
10. To alter the amplitude to create the illusion being louder without actually changing level
is called:
11. What is a patch panel?
12. Which type of microphone pickup pattern is sensitive to sound from all directions?
13. How is nondestructive nonlinear editing done?
14. What is the job title of the station employee who prepares written material? What does
the job entail?
15. What effect has the consolidation of radio companies had on announcing job
opportunities?
16. A station’s sound library may consist of what kind of sources?
Chapter 9: Essay Question Answers
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2. On Christmas Eve 1926, the radio jingle was introduced, when four singers gathered for a
musical tribute to what product?
On Christmas Eve of that year the radio jingle was introduced, when four singers
3. What type of radio spots became popular during the 1930s?
Dialog spots using drama and comedy. The austere, no-frills pitch, occasionally
accompanied by a piano but more often done a cappella, was gradually replaced by
4. What new technology in the 1950s replaced live commercials with prerecorded
messages?
The live spot was the mainstay at most stations into the 1950s, when two innovations
5. In creating “formatted” spots, a spot for a music station will be produced in what style?
In a style that fits the format: Each format has its own distinctive sound, which is
6. What does the production director do?
The production director’s primary duties are to record voice-tracks and mix
7. What is the usual arrangement for production studios in a cluster of stations?
In cluster operations where stations are co-located, there is often a single primary
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it being distributed to other points?
The “cue” circuit; a low-power amplifier is built into the console so that the
9. Computers may be used in the air studio to perform what functions?
10. To alter the amplitude to create the illusion of being louder without actually changing the
decibel level is called:
Compressing the signal. Production people use compressors to enhance loudness as
11. What is a patch panel?
A patch panel consists of rows of inputs and outputs connected to various external
12. Which type of microphone pickup pattern is sensitive to sound from all directions?
Omnidirectional microphones are sensitive to sound from all directions (360°).
13. How is nondestructive nonlinear editing done?
Today, the old razor blade approach to editing and splicing tape is all but ancient
history, having lost ground to “nondestructive” tapeless digital methods. Computers
14. What is the job title of the station employee who prepares written material? What does
the job entail?
Copywriter. A copywriter’s job consists primarily of writing commercials, promos,
15. What effect has the consolidation of radio companies had on announcing job
opportunities?
Although the radio announcer ranks have dwindled as radio companies consolidate
and downsize their staffs and employ voice tracking to serve multiple stations,
16. A station’s sound library may consist of what kind of sources?
Sound effects recordings, bed music collections, cuts from CDs. Syndicated bed
music libraries are available at a price and are widely used at larger stations.