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personalities, station owners and Program Directors grasped at
technical gimmicks to attract listeners.
At some point, “perceived loudness”
emerged as a buzzword
and a benchmark for broadcasting success. As if, “...who cares
about programming, play it louder and it’ll grab the listeners.
If the ratings slip, it’s the Chief Engineer’s fault!” Despite the
obvious idiocy of this line of reasoning, the availability of more
complex and more expensive audio processing equipment is a
testament to its belief, and to the paranoia and shortsighted-
ness of station ownership and management.
Aggressive audio processing and the accurate measurement of
resulting carrier deviation are interwoven in broadcasting to-
day. But the high degree of
technical capability
that
we now
have at our disposal should never be confused with
technical
excellence
. Innovative, refreshing
programming
and long-term
listenability
will continue to be the keys to any station’s endur-
ing success.
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