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U. N. RADIO • M I RCH 1 96 1
Program
Unprecedented expansion in this area is marked by growth of new services that aim for individual station identity; for directory of services see p. 20
In the broad expanse of radio broadcasting, there is no area that is undergoing greater transformation than "program services." The quotation marks are intended only to point up the large variety of services that now come under this heading.
The field of program services, according to its practitioners, include not only syndicated radio programming, but also jingles for local advertisers and on-air promotion, commercial recording facilities and serv
ices, specialized music packaging and counseling and a host of related items.
Developments in the field have accelerated at a quickening pace. It was only about two years ago that the suppliers of these aids, for the most part, were quietly going about a very quiet business. Up to that time, the chief activity was providing commercial mats for local accounts.
But today the complexion has changed completely. Program serv
ices is no longer a quiet business. For one thing, the word "program" has been put back in the name. For another, a stream of new blood has been flowing into the field, adding force to the mixture.
Although there are many facets to program services, they all share a common objective: To make a radio station's sound (programming and commercials) more individual and more professional.
"Stations realize that if they are to compete effectively with other ra
U. S. RADIO • March 1961
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