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Race and RadioPioneering Black Broadcasters in New Orleans$
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Bala James Baptiste

Print publication date: 2019

Print ISBN-13: 9781496822062

Published to University Press of Mississippi: January 2020

DOI: 10.14325/mississippi/9781496822062.001.0001

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Entertainment Content Required on Black-Focused Radio

Entertainment Content Required on Black-Focused Radio

(p.105) Chapter Seven Entertainment Content Required on Black-Focused Radio
Race and Radio

Bala J. Baptiste

University Press of Mississippi

Black leadership's penchant for non-violence during the Movement was taken seriously in New Orleans. Despite riots in 125 cities after the murder of Martin Luther King Jr. in 1968, New Orleans blacks did not engage in widespread civil disturbances. Announcers began playing gospel and hymns and referred to King as the gentle lamb, which contributed to near tranquillity that coalesced with black leadership’s non-violent rhetoric. The emergence of black-focused radio in New Orleans was similar to Birmingham. Later, In 1980, Inter Urban Broadcasting, the first black interest to own a local radio station, arrived, but white owned businesses, such as computer and electronics companies, refused to purchase time from Inter Urban which had acquired WYLD. A white station, WQUE, entered the market and captured black listenership. It broadcast strictly entertainment compared to WYLD which also broadcast news and public service programs. WYLD lost the battle. Blacks tuned into radio to be entertained.

Keywords:   non-violent, Birmingham, Inter Urban Broadcasting, Robert Williams, entertained

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