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TV History (Part II)

TV History (Part II). Television in Canada. No TV stations pre: 1952 100,000+ watching US TV Business complaints. Massey Commission (1949-51). Vincent Massey Federal Cultural Policy High Culture democracy critical-thinking citizens US mass culture Public broadcasting CBC-controlled

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TV History (Part II)

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  1. TV History (Part II) MIT2000

  2. Television in Canada • No TV stations pre: 1952 • 100,000+ watching US TV • Business complaints MIT2000

  3. Massey Commission (1949-51) • Vincent Massey • Federal Cultural Policy • High Culture • democracy • critical-thinking citizens • US mass culture • Public broadcasting • CBC-controlled • High culture MIT2000

  4. CBC: Broadcaster/Regulator 1952-58 • Public-private model • similar to radio • 2 CBC stations (Tor, Mon) • private affiliates • Why? • geography • demography • TV productions costs • US/TV MIT2000

  5. Rapid Growth • 1960: 6 CBC stations (47 total) • Reach 90% of pop • 1961: 83% homes w/ TV • 6 hours daily viewing • high cost of TVs • One-station-per-city rule • CBC only network until 1961 (CTV) MIT2000

  6. Cable TV • Antennae/co-axial cable bring signals to home • 1950s: rural areas • 1964: 4% of homes • Why Slow Growth? • Phone Companies • State/CRTC Regulation MIT2000

  7. Cable TV: Growth Years • Cabled households • 1970 42% • 1974 61% • 1985 77% • US network transmission allowed early 1970s MIT2000

  8. TV Viewing (1960) • CBC: 48 hrs/week programming • affiliates carry CBC service • Popular US shows (Walt Disney, Leave it to Beaver) • Don Messer, Hockey Night in Canada • Time Regulator/ Dayparts • daytime; after-school; primetime, MIT2000

  9. CBC & Advertising (Rutherford) • Early 1950s: limited role • no direct role in program content • Growing reliance: by late 1950s • half shows ad sponsored • Advertising pays41% of expenses • Why? MIT2000

  10. TV Advertising (Rutherford) • “‘Show window” in home • ‘personalized’, ‘face-to-face’ selling • Steady, not rapid, growth • 12% of ad total (1971) • national, not local • hourly restrictions (12 min) • high prod. & air-time costs • Indirect to Direct (spot) ads MIT2000

  11. 1960s TV Commercials • Canadian Advertising Museum • http://www.canadianadvertisingmuseum.com/history.php?r=2 • Nestle, Anacin, Craven, Highways, Rose MIT2000

  12. McLuhan/Medium Theory • Oral Culture • Literate/Print Culture • Electronic Culture MIT2000

  13. Oral Culture/McLuhan • Ear culture/speech • Closed society • Interdependent • Communal • Circularity, Cyclical • Balance of senses • Time-bias MIT2000

  14. Literate/Print Culture • Eye over Ear • Shared to separate experiences • Introspective/abstract thinking MIT2000

  15. Literate/Print Culture • Circular to Linear • Homogeneity/ • Standardization MIT2000

  16. Electronic Culture/ McLuhan • Re-tribalization • Secondary orality • Sensory experiences • Words (again) as events not object • from separate to shared spheres MIT2000

  17. Electronic Culture/ McLuhan • less-hierarchical; participatory; decentralized • Strong effect in West MIT2000

  18. Electronic: Hot/Cool • Radio: Hot • TV: Cool • Communication Style • Passive/active audiences MIT2000

  19. CBC: “The World is a Global Village” • http://www.youtube.com/watch?v=HeDnPP6ntic Discuss: cell phone calling and texting MIT2000

  20. US TV Content & CDA • Global US Celebrity Culture • Higher Production Values • US imports • “I Love Lucy”; “Jackie Gleason” on CBC • CDN shows predominate • news, public affairs, sports MIT2000

  21. CDN Content Regulations (1960) • 55% broadcast timeas CDN shows • cheap CDN game shows • Showdown, Party Game, Let’s Make a Deal, • “Imports cost less and earn more” MIT2000

  22. CDN Content Regulations (today) • Today: 60% overall (50% 6-12PM) for Broadcast TV • Canadian Audio-Visual Certification Office (CAVCO) & CanCon • Speciality Channels Differ (e.g. MuchMusic) MIT2000

  23. Broadcasting Act, 1968 • Canadian Radio-Television Commission • Canadian Radio-television and Telecommunications Commission -1976 • regulatory agency -private/public broadcasting • regulate cable TV • stronger Canadian content rules • ‘arms-length’ role from government MIT2000

  24. CRTC (Today) • Regulate “all aspects” of CDN broadcasting system • TV, cable distribution, AM/FM radio, pay/specialty TV; Direct-to-Home satellite • ca. 3,300 broadcasters MIT2000

  25. Objectives of Broadcast Regulation • Technology (Spectrum) • Access • Quality/CDN Content • Domestic Production/ Cultural Industry MIT2000

  26. Specialty TV (Pay, Pay-Per-View) • Require cable/satellite • not over-the-air transmission • Subscription revenues (plus advertising) • Narrowcasting • market segmentation MIT2000

  27. MIT2000

  28. MuchMusic (1984-)/ Wagman • Sound recording industry • Federal Cultural policy • cultural nationalism to cultural industries • Broadcasters (CHUM) • Political Economy MIT2000

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