RTV Theory and Practice - Special Issue

'deregulate' is merely a facade behind which protection for one set of special interests is shifted to protect still others . Thus, what appeans to be đisappeanance of regulation is merely the gnoup in contnol changing the rules to prevent others from negaining contnol." (Cantor and Cantor, 1986; 99). 7 ) This probably accounts for the multiplication of formats in American formula radio . In addition to the appearance of new formats , existing formats are being internall'/ diff erentiateđ . For example , there are five variations of the FM adult contemporary format designeđ for different đemographic groups : 25-to-35-year-old females : 24-to-39-year-old females, 24-to-39-year-old male/female mix; 24-to-49-years-old females , and 35-to-49-year-old females , Eighty per cent of the music is the same, with the rest adjusted to meet the station's particular programming niche in the market. For AM stations, a "more mature 35-plus adult contemporary/MOR sound" is being promoteđ. "The current 'mass move' by stations to the broadly-based adult contemporary area should continue over the years because the formats have established target demographics that are attractive to timebuyers" - an advertising адепсу executive has noted (Broadcasting, July 28, 1986). Kalkkinen and Sarkkinen ( 1985) argue that already now mass entertainment in the Western World is controlled , by a comparatively small number of multinational companies , active in a variety of f ields . They list 1 1 such major companies , of which only one is British and the rest American . Hamelink (1985) points out that production of both communication hardware and software is increasingly controlled by the "communications industry complex" of 86 North American , West European and Japanese corporations . Cf . also Guback , Varis , 1982. 9) Chevalđonne ( 1987) argues , for example, that Arab film and television production , long seen as evidence of cultural autonomy, is in f act a form of subcontracting of market niches by transnational corporations for which it does not рау to produce content for one area alone , and that this content carries "a label of Arabness" but in fact press less national traits than a new pidgin culture . 10 ) a goođ example of the đegree of message-tailoring that radio is capable of is provided by an ađvertisement