Sustaining program
Encyclopedia
Sustaining program is a term used in the United States broadcasting industry for a program which does not have commercial sponsorship or advertising
. This term was common in the early days of radio, but has become unfamiliar, due to the nearly universal use of commercial advertising on radio and television.
When commercial radio stations began broadcasting in the early 1920s, the programs were aired without advertising.
Many radio stations were established by radio equipment manufacturers and retailers such as RCA and programming was provided to sell radio transmitters and receivers. Programming was financed from the sale of the equipment.
Other radio stations and programs were provided as a public service through endowments or municipal financing.
Some early radio stations were owned and operated by newspaper publishers. Radio gave an added forum to express the opinions of the owners and resulted in increased newspaper sales.
In effect, most early radio stations had only one sponsor, the company that owned the station. Before long, these companies began to provide their programs to independently owned radio stations, creating the first radio networks.
The radio station owners soon realized they could earn more money by selling sponsorship rights to other businesses. By the 1930s, it was common practice for programs to be owned and produced by the advertiser, who in turn leased production facilities and air time from the network. The advertiser frequently got top billing over the star, as in "The Pepsodent
Show starring Bob Hope
" or "The Chase and Sanborn Hour
starring Edgar Bergen
and Charlie McCarthy." If a sponsor dropped an otherwise popular show, the network might choose to continue producing the show itself while it sought a new producer/sponsor, and in the meantime sell individual commercial slots in the show to any sponsors interested. When this happened, the network was "sustaining" the show until a new permanent sponsor took over production.
In the early days of radio broadcasting, sustaining programming included a wide variety of shows offered by radio stations and networks to attract audiences to the new medium. New programs would often go on the air on a sustaining basis in the hopes of attracting a sponsor. If a radio station and its shows became popular, then it was more likely to attract sponsors.
The War of the Worlds radio broadcast
, performed Halloween of 1938, was a sustaining program. This allowed the first two-thirds of its sixty minutes to run as simulated 'newscasts' without commercial interruption.
In the early 1950s, the DuMont Television Network
began the modern trend of selling advertising time to multiple sponsors. DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses.
Currently, most sustaining programming on commercial television
is confined to public affairs
, religious
, and special television news programs.
Non-commercial
public radio stations are funded by donations and operate without radio advertising. However, many of their programs briefly acknowledge funding from commercial sponsors. Since 53% to 60% of Public Broadcasting Service
(PBS) television's revenues come from private membership donations and grants, most stations solicit individual donations by methods including fundraising
, pledge drive
s or telethons which can disrupt regularly scheduled programming. Some viewers find this a source of annoyance since normal programming is often replaced with specials aimed at a wider audience to solicit new members and donations.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. This term was common in the early days of radio, but has become unfamiliar, due to the nearly universal use of commercial advertising on radio and television.
When commercial radio stations began broadcasting in the early 1920s, the programs were aired without advertising.
Many radio stations were established by radio equipment manufacturers and retailers such as RCA and programming was provided to sell radio transmitters and receivers. Programming was financed from the sale of the equipment.
Other radio stations and programs were provided as a public service through endowments or municipal financing.
Some early radio stations were owned and operated by newspaper publishers. Radio gave an added forum to express the opinions of the owners and resulted in increased newspaper sales.
In effect, most early radio stations had only one sponsor, the company that owned the station. Before long, these companies began to provide their programs to independently owned radio stations, creating the first radio networks.
The radio station owners soon realized they could earn more money by selling sponsorship rights to other businesses. By the 1930s, it was common practice for programs to be owned and produced by the advertiser, who in turn leased production facilities and air time from the network. The advertiser frequently got top billing over the star, as in "The Pepsodent
Pepsodent
Pepsodent is a brand of toothpaste with a minty flavour derived from Sassafras. The brand is owned by Unilever, but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight....
Show starring Bob Hope
Bob Hope
Bob Hope, KBE, KCSG, KSS was a British-born American comedian and actor who appeared in vaudeville, on Broadway, and in radio, television and movies. He was also noted for his work with the US Armed Forces and his numerous USO shows entertaining American military personnel...
" or "The Chase and Sanborn Hour
The Chase and Sanborn Hour
The Chase and Sanborn Hour was the umbrella title for a series of US comedy and variety radio shows, sponsored by Standard Brands' Chase and Sanborn Coffee, usually airing Sundays on NBC from 8pm to 9pm during the years 1929 to 1948....
starring Edgar Bergen
Edgar Bergen
Edgar John Bergen was an American actor and radio performer, best known as a ventriloquist.-Early life:...
and Charlie McCarthy." If a sponsor dropped an otherwise popular show, the network might choose to continue producing the show itself while it sought a new producer/sponsor, and in the meantime sell individual commercial slots in the show to any sponsors interested. When this happened, the network was "sustaining" the show until a new permanent sponsor took over production.
In the early days of radio broadcasting, sustaining programming included a wide variety of shows offered by radio stations and networks to attract audiences to the new medium. New programs would often go on the air on a sustaining basis in the hopes of attracting a sponsor. If a radio station and its shows became popular, then it was more likely to attract sponsors.
The War of the Worlds radio broadcast
The War of the Worlds (radio)
The War of the Worlds was an episode of the American radio drama anthology series Mercury Theatre on the Air. It was performed as a Halloween episode of the series on October 30, 1938, and aired over the Columbia Broadcasting System radio network. Directed and narrated by actor and future filmmaker...
, performed Halloween of 1938, was a sustaining program. This allowed the first two-thirds of its sixty minutes to run as simulated 'newscasts' without commercial interruption.
In the early 1950s, the DuMont Television Network
DuMont Television Network
The DuMont Television Network, also known as the DuMont Network, DuMont, Du Mont, or Dumont was one of the world's pioneer commercial television networks, rivalling NBC for the distinction of being first overall. It began operation in the United States in 1946. It was owned by DuMont...
began the modern trend of selling advertising time to multiple sponsors. DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses.
Currently, most sustaining programming on commercial television
Commercial Television
Commercial Television was the third free-to-air broadcast television station in Hong Kong. It first went on air in 1975, and ceased transmissions in 1978.-History:...
is confined to public affairs
Public affairs (broadcasting)
Public affairs, a broadcasting industry term, refers to television programs which focuses on matters of politics and public policy. Among commercial broadcasters, such programs are often only to satisfy Federal Communications Commission regulatory expectations and are not scheduled in prime time...
, religious
Religious broadcasting
Religious broadcasting refers to broadcasting by religious organizations, usually with a religious message. Many religious organizations have long recorded content such as sermons and lectures, and have moved into distributing content on their Internet websites.While this article emphasises...
, and special television news programs.
Non-commercial
Non-commercial
Non-commercial refers to an activity or entity that does not in some sense involve commerce, at least relative to similar activities that do have a commercial objective or emphasis...
public radio stations are funded by donations and operate without radio advertising. However, many of their programs briefly acknowledge funding from commercial sponsors. Since 53% to 60% of Public Broadcasting Service
Public Broadcasting Service
The Public Broadcasting Service is an American non-profit public broadcasting television network with 354 member TV stations in the United States which hold collective ownership. Its headquarters is in Arlington, Virginia....
(PBS) television's revenues come from private membership donations and grants, most stations solicit individual donations by methods including fundraising
Fundraising
Fundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
, pledge drive
Pledge drive
A pledge drive is an extended period of fundraising activities, generally used by public broadcasting stations to increase contributions. The term "pledge" originates from the promise a contributor makes to send in funding at regular intervals for a certain amount of time...
s or telethons which can disrupt regularly scheduled programming. Some viewers find this a source of annoyance since normal programming is often replaced with specials aimed at a wider audience to solicit new members and donations.