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Chapter 5 TELEVISION and the Power of Visual Culture Some guiding questions How did TELEVISION first develop? What was the role of sponsors? When was the Network Era of TV? How did it end? How are TV programs produced and marketed today? What is the role of TV in our culture and society? Food for thought: How does TELEVISION impact your daily life? What are some of the SOCIAL, CULTURAL, and ECONOMIC factors surrounding the mass medium of TELEVISION? EARLY TECHNOLOGICAL DEVELOPMENTS Late 1800s: cathode ray tube 1880’s: Nipkow’s scanning disk 1920’s: Zworykin’s iconoscope 1920’s: Farnsworth’s image dissector tube 1930: Farnsworth patented first electronic television Early TV broadcasting: 1940s 1941: ten stations on VHF band 108 stations by 1948 (major cities only) FCC concerned about frequency allocation FCC FREEZE on new licenses 1948-1952 The Explosion of Television Soon after the FCC freeze was lifted in 1952, over 400 television stations were in operation SINGLE SPONSORSHIP Early TV programs usually conceived, produced and supported by one sponsor Shows were extended advertisements Sponsors, not networks, had total control over content How networks gained control of programming Increased program length (raised production costs for sponsors) New concept of “magazine” programming, with sales of spot ads Introduction of “Spectaculars” (TV specials) with multiple sponsors Quiz Show Scandal (1958-1959) 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) Networks moved entertainment divisions to Hollywood Network news operations (information divisions) remained in New York TV and Information Culture Nightly news began in 1948 (Camel News Caravan, NBC) modeled after radio news primarily a verbal report by an authoritative anchorperson images provided support 15-minute format What advantages did television news have over newspapers or radio news? What disadvantages? TV’s ENTERTAINMENT CULTURE: THE GOLDEN AGE OF TELEVISION Situation/domestic comedy Variety shows/sketches Anthology dramas Episodic drama series Continuing serials Which of these TV genres still exist today? DECLINE of the NETWORK ERA TECHNOLOGICAL CHANGES GOVERNMENT REGULATIONS DEVELOPMENT OF NEW NETWORKS Technological Changes Cable/Satellit e TV services VCRs and home videos How did the VCR affect Americans’ television viewing habits? GOVERNMENT REGULATIONS Prime-Time Access Rule (PTAR), 1970 Financial Interest & Syndication Rules (“FINSYN”), 1970-1995 Justice Department ruling limiting networks’ in-house production, 1975 Emerging New Networks FOX TV, 1987 UPN (Paramount), 1995 WB (Warner Brothers), 1995 ECONOMICS OF TELEVISION How are programs produced and distributed? Prime-Time Production Programs created by film studios and independent production companies Programs licensed to networks for a licensing fee (for 2 airings) Networks sell ad slots to advertisers DEFICIT FINANCING: Production companies lose money on network airing, but recoup it in syndication DISTRIBUTION of TV Shows Networks send national programming to affiliate stations Each network has 150-200 affiliates Network ownership of affiliates (O&O’s) was limited by FCC Local affiliates sell local ad time Affiliates have local control and choice SYNDICATION of TV Programs Local TV stations and cable firms can buy syndicated programs They acquire exclusive local market rights for specific length of time Syndicated programs dominate hours outside prime time (fringe time) Types of Syndication Off-network First-run Hybrid TV Ratings Systems Survival of programs depends upon whether advertisers are happy with demographics of the audience RATING= statistical estimate of % of households watching that program SHARE= statistical estimate of % of households with TV’s turned on watching that program Alternatives to commercial TV PUBLIC TELEVISION PUBLIC ACCESS TV e.g. Paper Tiger Television How could your voice and vision be seen and heard?
