Chapter 5 TELEVISION and the Power of Visual Culture
Some guiding questions zHow did TELEVISION first develop? zWhat was the role of sponsors? zWhen was the Network Era of TV? How did it end? zHow are TV programs produced and marketed today? zWhat is the role of TV in our culture and society?
How does TELEVISION impact your daily life? Food for thought:
What are some of the SOCIAL, CULTURAL, and ECONOMIC factors surrounding the mass medium of TELEVISION?
EARLY TECHNOLOGICAL DEVELOPMENTS zLate 1800s: cathode ray tube z1880’s: Nipkow’s scanning disk z1920’s: Zworykin’s iconoscope z1920’s: Farnsworth’s image dissector tube z1930: Farnsworth patented first electronic television
Early TV broadcasting: 1940s z1941: ten stations on VHF band z108 stations by 1948 (major cities only) zFCC concerned about frequency allocation zFCC FREEZE on new licenses
The Explosion of Television zSoon after the FCC freeze was lifted in 1952, over 400 television stations were in operation
SINGLE SPONSORSHIP zEarly TV programs usually conceived, produced and supported by one sponsor zShows were extended advertisements zSponsors, not networks, had total control over content
How networks gained control of programming zIncreased program length (raised production costs for sponsors) zNew concept of “magazine” programming, with sales of spot ads zIntroduction of “Spectaculars” (TV specials) with multiple sponsors zQuiz Show Scandal ( )
What effects did the QUIZ SHOW SCANDALS have on television and its audience?
NETWORK ERA of Television: 1950s-1970s NBC, CBS, ABC
Changes in TV industry (late 1950s) zNetworks moved entertainment divisions to Hollywood zNetwork news operations (information divisions) remained in New York
TV and Information Culture zNightly news began in 1948 (Camel News Caravan, NBC) zmodeled after radio news zprimarily a verbal report by an authoritative anchorperson zimages provided support z15-minute format
zWhat advantages did television news have over newspapers or radio news? zWhat disadvantages?
TV’s ENTERTAINMENT CULTURE: THE GOLDEN AGE OF TELEVISION zSituation/domestic comedy zVariety shows/sketches zAnthology dramas zEpisodic drama series zContinuing serials
Which of these TV genres still exist today?
DECLINE of the NETWORK ERA zTECHNOLOGICAL CHANGES zGOVERNMENT REGULATIONS zDEVELOPMENT OF NEW NETWORKS
Technological Changes zCable/Satellit e TV services zVCRs and home videos
How did the VCR affect Americans’ television viewing habits?
GOVERNMENT REGULATIONS zPrime-Time Access Rule (PTAR), 1970 zFinancial Interest & Syndication Rules (“FIN- SYN”), zJustice Department ruling limiting networks’ in-house production, 1975
Emerging New Networks zFOX TV, 1987 zUPN (Paramount), 1995 zWB (Warner Brothers), 1995
ECONOMICS OF TELEVISION How are programs produced and distributed?
Prime-Time Production zPrograms created by film studios and independent production companies zPrograms licensed to networks for a licensing fee (for 2 airings) zNetworks sell ad slots to advertisers zDEFICIT FINANCING: Production companies lose money on network airing, but recoup it in syndication
DISTRIBUTION of TV Shows zNetworks send national programming to affiliate stations zEach network has affiliates zNetwork ownership of affiliates (O&O’s) was limited by FCC zLocal affiliates sell local ad time zAffiliates have local control and choice
SYNDICATION of TV Programs zLocal TV stations and cable firms can buy syndicated programs zThey acquire exclusive local market rights for specific length of time zSyndicated programs dominate hours outside prime time (fringe time)
Types of Syndication zOff-network zFirst-run zHybrid
TV Ratings Systems zSurvival of programs depends upon whether advertisers are happy with demographics of the audience zRATING= statistical estimate of % of households watching that program zSHARE= statistical estimate of % of households with TV’s turned on watching that program
Alternatives to commercial TV zPUBLIC TELEVISION zPUBLIC ACCESS TV ye.g. Paper Tiger Television zHow could your voice and vision be seen and heard?