Behind Your Radio Dial: The Story of National Broadcasting Company (NBC)
Before television became the centerpiece of American living rooms, broadcasting began with the simple crackle of a radio signal. The evolution of radio and television networks in the United States is a fascinating story of innovation, regulation, and cultural transformation—leading to the creation of the major broadcast networks we know today: NBC, CBS, ABC, and PBS.
In 1923, radio manufacturer Radio Corporation of America (RCA) acquired a New York City radio station from American Telephone & Telegraph (AT&T) and launched the National Broadcasting Company (NBC) in 1926. A year later, NBC split its operations into two distinct arms: the "Red Network," offering commercially sponsored entertainment and music programming, and the "Blue Network," focusing on news, public affairs, and cultural content with limited sponsorship.
Meanwhile, in 1927, the Columbia Phonograph Company, parent of Columbia Records, invested in a rival network known as the Columbia Phonographic Broadcasting System (CPBS). Soon after, "Phonographic" was dropped, and the television network became the Columbia Broadcasting System (CBS).
By 1931, NBC introduced its now-famous three-note chime sequence—do–la–fa—which became the first audio trademark recognized by the U.S. Patent and Trademark Office. These chimes not only served a technical function to alert the network and radio control engineers to upcoming programming but also became one of the earliest examples of sonic branding in media history.
This transformation study follows a tone motif used as the program introduction by the NBC. It consists of a first, sixth, and fourth (do–la–fa). As exact parallels between tone intervals and so-called color intervals appear unlikely, this study approaches only an approximation by connecting a higher stepping up with a shorter stepping down—Josef Albers, Interaction of Color, XIV-4.
As NBC and CBS expanded, concerns about a monopoly arose. The newly established Federal Communications Commission (FCC) investigated these concerns, and by 1945, RCA was ordered to divest one of its networks. NBC’s Blue Network was sold and became the American Broadcasting Company (ABC).
Fast forward to 1967, the Public Broadcasting Act established the Corporation for Public Broadcasting (CPB) to foster non-commercial public radio and television in the United States. After years of monopolistic effects of network broadcasting, it was in the public interest to encourage the growth and development of public radio and television broadcasting, including the use of such media for instructional, educational, and cultural purposes.
In the 1970s, the Public Broadcasting Service (PBS) began broadcasting educational television programming to public television stations in the United States. PBS offered non-commercial, educational programming and brought public service broadcasting to millions of American households. After two years of research, the newly formed Children's Television Workshop (CTW) received funding from the Carnegie Foundation, the Ford Foundation, the Corporation for Public Broadcasting, and the U.S. federal government to create and produce children's television shows, such as Sesame Street and Mister Rogers' Neighborhood.
PBS's famous acknowledgement of funding from “Viewers Like You” for public television (1992).
If you're curious to see how these networks helped shape American culture—long before streaming and cable—explore the Academic Video Online (AVON) database, available through the Library. AVON offers historic television and radio broadcasts, including:
Whether you're a history buff or remixing newsreels in your next project, AVON is a treasure trove of primary source footage!
To start watching, visit the Library's A-Z Databases and search for Academic Video Online (AVON).
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