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television history

television history. why you see what you see: media reality v. reality. E.B. White.

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television history

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  1. television history why you see what you see: media reality v. reality

  2. E.B. White “TV should arouse our dreams, satisfy our hunger for beauty, take us on journeys, enable us to participate in events, present great drama and music….it should restate and clarify the social dilemma and the political pickle…”

  3. White • “the test of the modern world” • “in this new opportunity to see beyond the range of our own vision, we shall discover a new and unbearable disturbance of the peace or a saving radiance in the sky…

  4. background = radio • the wonder of radio • rise of advertising • sponsor control • programs as the setting for ads • ratings

  5. rise of television • fast adoption • political caution • radio’s influence • advertising’s influence

  6. what’s wrong with this? • NYC apt. view of Chrysler Bldg • …since Lincoln’s time… • American automobile industry… • tapping a cigarette • kid refuses to eat cereal • The Light That Failed • in the gas chamber… • he’d rather fly…

  7. instructions • presenting the product • entire content of the show media as delivery system: delivering consumers to advertisers.

  8. TV content • format: episodes • comedy • westerns • variety • sports • soaps • kids

  9. anthologies • 1953-55. high quality drama • Street Scene • Thunder on Sycamore Street • Noon on Doomsday

  10. quiz shows • format • ideal for advertisers • success – spinoffs • scandal: Dotto, 21 – Charles Van Doren and Herbert Stempel

  11. after the scandal • single sponsorship ends • scatter plan • prices vary • greater emphasis on demographics • Nielsen ratings

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