chapter 5
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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? - PowerPoint PPT PresentationTRANSCRIPT
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?
What are some of the SOCIAL, CULTURAL, and ECONOMIC factors surrounding the mass medium of TELEVISION?
EARLY TECHNOLOGICAL DEVELOPMENTS
Late 1800s: cathode ray tube1880’s: Nipkow’s scanning disk1920’s: Zworykin’s iconoscope1920’s: Farnsworth’s image
dissector tube1930: Farnsworth patented first
electronic television
Early TV broadcasting: 1940s
1941: ten stations on VHF band108 stations by 1948 (major
cities only)FCC concerned about
frequency allocationFCC 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)
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 newsprimarily a verbal report by an
authoritative anchorpersonimages provided support 15-minute format
TV’s ENTERTAINMENT CULTURE: THE GOLDEN AGE OF TELEVISION
Situation/domestic comedyVariety shows/sketchesAnthology dramasEpisodic drama seriesContinuing serials
GOVERNMENT REGULATIONS
Prime-Time Access Rule (PTAR), 1970
Financial Interest & Syndication Rules (“FIN-SYN”), 1970-1995
Justice Department ruling limiting networks’ in-house production, 1975
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 advertisersDEFICIT 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 affiliatesNetwork ownership of affiliates (O&O’s)
was limited by FCCLocal 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)
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