ABSTRACT
By the early 1920s, broadcasters searched for ways to make money, not only to reimburse themselves for their expenses but also to sustain their new business. One hundred years ago, broadcasters experimented with various business models and employed various strategies to generate revenue. Radio first used the toll broadcasting model, then changed to the sponsorship model, and finally adopted the spot advertising model. Broadcasters have relied on spot advertising since the late 1950s, and newer online media have also adopted a blend of toll, sponsorship, and spot advertising as well as subscription approaches. In 2018, the federal government eliminated the prohibition on cross-media ownership by stating there were sufficient diversity, voices, and viewpoints due to cable and online platforms. With the rise of television, the networks put most of their resources into producing news and entertainment programs for the visual medium.
