Abstract
We conducted a survey of radio station program directors and general managers to explore the perception and role of innovation within radio programming and the key factors that influence this perception. In the study, we found that, in general, programmers and general managers perceive little innovation in programming except at their own stations. Results also indicate perceptions that more risk taking is needed in radio programming, that risk taking is essential for the financial health of a station, that increased artist diversity and an innovative music rotation influence the perception of innovation at the station level, and that too many commercials are being placed within an average hour of programming.
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