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    The Kennedys of Castleross: Soap Opera and Sponsorship on Irish Radio

    Rains, Stephanie (2020) The Kennedys of Castleross: Soap Opera and Sponsorship on Irish Radio. Historical Journal of Film, Radio and Television, 40 (4). pp. 804-822. ISSN 1465-3451

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    This article explores the use of advertising and sponsored programming on Irish radio from its inception in 1926 until the arrival of Irish television in the 1960s. It discusses the financial dependence of 2RN (later Radio Éireann) on advertising money and the ways this operated in tension with official concerns about that money’s influence on programmes and audiences. There is a particular focus on the hugely popular radio soap opera The Kennedys of Castleross, which was sponsored by chocolate company Fry-Cadbury’s and ran for 18 years from 1955. Using production archives, the article discusses the structures and economics of the programme, including the ways in which the sponsor and their advertising agency were directly involved in its writing. It also examines the ways in which, aside from the direct advertising for Cadbury products, The Kennedys of Castleross carried within its storylines values of the industrialisation, consumer culture and new economic models which were beginning to emerge in Ireland of the late 1950s. The discussion concludes by exploring the ways in which the arrival of television broadcasting in Ireland after 1961 changed the political economy of sponsored radio programming such as The Kennedys.

    Item Type: Article
    Additional Information: Cite as: Stephanie Rains (2020) The Kennedys of Castleross: Soap Opera and Sponsorship on Irish Radio, Historical Journal of Film, Radio and Television, 40:4, 804-822, DOI: 10.1080/01439685.2020.1733207
    Keywords: advertising; sponsored programming; Ireland; Irish radio; Kennedys of Castleross;
    Academic Unit: Faculty of Arts & Humanities > School of English, Media & Theatre Studies > Media Studies
    Item ID: 15479
    Identification Number:
    Depositing User: Stephanie Rains
    Date Deposited: 11 Feb 2022 14:43
    Journal or Publication Title: Historical Journal of Film, Radio and Television
    Publisher: Routledge
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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