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Media & Society: TELEVISION Pre 1948 Development  Corporate, not individual achievement

Media & Society: TELEVISION Pre 1948 Development  Corporate, not individual achievement Philo Farnsworth’s image dissector Delayed due to World War II. Periods of Broadcasting I. Network Radio (1922-1948)  TV industry foundations set  program genres set

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Media & Society: TELEVISION Pre 1948 Development  Corporate, not individual achievement

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  1. Media & Society: TELEVISION • Pre 1948 Development •  Corporate, not individual achievement • Philo Farnsworth’s image dissector • Delayed due to World War II

  2. Periods of Broadcasting • I. Network Radio (1922-1948) •  TV industry foundations set •  program genres set •  Communications Act of 1934: sets up Federal Communications Commission as central governing body

  3. II. Early Television (1948-1955) •  Postwar expansion •  License “Freeze” (1948-1952) •  Sixth Report and Order results in intermixture of UHF and VHF stations •  Three network system becomes entrenched

  4. Early Television, continued. • Du Mont Network briefly exists • Advertisers as producers • Live TV prominent • Big studios stay out of TV • Quiz Show scandal is catalyst for change

  5. III. Network Age (1955 – 1980) • True TV “broadcasting” • Two strategies: •  LOP: least objectionable program •  LCD: least common denominator

  6. IV. Rise of Cable (1980 - 1990s) • CATV: community antenna television • Reagan deregulates in 80s • narrowcasting • Greater opportunities for diverse content

  7. V. Post-Network TV • Telecommunications Act of 1996 • Increased horizontal and vertical integration • Return to “in-house” production and co-ownership • Shifting revenue streams • Two key trends: More and more “narrowcasting” More and more “time shifting” How will the TV industry respond to shifting viewer tastes and habits?

  8. How might these change your TV viewing habits? How might these change TV content? • DVRs, TV On-demand • HDTV • TV on DVD

  9. Industry Structure • Broadcast • Who owns TV stations/affiliates? • 1. O & O’s: “owned and operated” • 2. Station groups • 3. Independents • Cable • Cable networks  Superstations •  Premium Channels

  10. Ratings  Nielsen  National ratings: “overnights”  Sweeps periods Rating = % viewing show / TV households Share = % viewing show / HUTs (houses using television) Nielsen journal example

  11. WHO CONTROLS TV? Vertically integrated conglomerates: combine production, distribution, other properties under single corporate umbrella “The Big Five” Company Broadcast TV Production Studios Cable (sample) Time Warner The CW Warner Bros. HBO, CNN, TNT Disney ABC Disney Studios ESPN, Disney Viacom CBS Paramount MTV, Spike, Nick News Corp (Fox) Fox 20th Century Fox FX, Fox News NBC Universal NBC, Telemundo NBC Universal MSNBC, Bravo

  12. Does vertical integration threaten the diversity of content and viewpoints? • Outside mainstream often not found on TV • Increased diversity if content profitable… • but on narrowcasted cable channels which cost $$$

  13. PROGRAMMING STRATEGIES • watch “television” rather than particular programs • Executives seek to maintain a consistent “flow” of viewers through a “daypart”

  14. Scheduling strategies: • Counterprogramming: attract different audience; • ex: sitcom vs. crime drama • Block programming: shows with similar appeal together for certain demographic; • ex: family sitcoms • DEMOGRAPHIC: audience segmentation based on social or personal characteristics, such as age, sex, education, or income.

  15. Making TV Meaningful, or at least pleasurable. • Ien Ang: • Instead of “What are the effects of pleasure?” • What is the mechanism of pleasure? • How is it produced and how does it work?

  16. What do fans find pleasurable in Dallas? • Dallas can be read on two levels: • 1. the level of denotation (the literal content) • 2. the level of connotation (the associations and implications which resonate from the storyline and characters). • Ang says fans enjoy "emotional realism”of melodrama.

  17. Can you apply these different types of readings to other programs? • Denotative vs. Connotative Examples: • Reality TV: Survivor, American Idol • Sports Think about these as ways to understand “what” we watch or “why” we watch what we watch.

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