Television

• Based on scientific invention

• Attractive advertising medium
• Influential mass media
• Convergence to new technologies
 Beginning
A. 1950s: Flourishing Era
• 5” $200; 12” $600
• 90% of U.S. household owned TV sets
• 70 million sets sold > 40.5 million
berth
• Major Networks reaching the whole
nation: AT&T coaxial cable and
microwave relay (1951)
 The beginning
B. Content:
2. Cross over from radio: Drama, sit-
coms, variety
3. Feature film and talk show
4. TV news & documentary.
– Edward R. Murrow (CBS);
– David Brinkley & Chat Huntley (NBC).
5. Time Brokers until the quiz show
scandal
The $64,000 Question fixed outcome scandal
Networks sold commercial spot time
 Lucille Ball: I love Lucy
• 1951 changed TV producing
• Live-on-film: film cameras instead of TV
cameras
• Editing
• Program Reruns
• Weekly series produced in short time
– 39 weeks in 20-24 weeks
 McCarthyism
• FBI Report on Communist Influence in
R & TV.
• Accused 151 broadcast personalities
• Advertisers avoided broadcasters
who hired these people
• Networks background screen for
employees.
• 1954 all network coverage of
hearings
 Nielsen Ratings
• Cross over from Radio
• Started in 1923 as product testing
• Developed into Market Research
• 1936 radio ratings
• 1950 television ratings
• 15,000 households selected
• Peoplemeter: press button to record viewing
choice, time, etc.
• Paper diary surveys: Feb, May, July, Nov.
– Combined w/ peoplemeter; advertisers set
rates for 3 months
• 2011: Electronic Survey
 1960 Influence
• 1967 Public Broadcasting Act:
educational stations, PBS. 300
affiliates, now.
• 1960 debate: Nixon-Kennedy
• 1963 Kennedy’s funeral
• 1969 Armstrong’s walk on the moon
• Civil rights & anti-vietnam
 TV Industry
• Networks: affiliates (1,366)
• Controlled by few organizations:
– ABC, CBS, NBC, FOX
• Affiliate relationship:
4. Network Programs
– Compensation (direct pay)
– Local commercial time (local
advertisers)
5. Off network Programs
– Network-type programs controlled by
 Cable & Satellite Television
• 2001 more shares than network TV
• Basic Programming:
TBS, TNT, USA, Comedy Central
• Premium Cable:
HBO, Showtime, Starz, Encore, Sports
Channels
Convergence
 Digital TV
• HDTV: high definition television
• Multiplexing: dividing channel
• VCR – DVD ––DVR
• Portable Video devices