TELEVISION

1

• TELEVISION
• and the Power of
• Visual Culture

2
EARLY TECHNOLOGICAL DEVELOPMENTS

• Late 1800s cathode ray tube
• 1880s Nipkows scanning disk
• 1920s Zworykins iconoscope
• 1920s Farnsworths image dissector tube
• 1930 Farnsworth patents first electronic
  television
• Sarnoff buys the patent--introduces TV at the
  1939 NY Worlds Fair

3
Early TV broadcasting 1940s

• 1941 ten stations on VHF band
• 108 stations by 1948 (major cities only)
• FCC concerned about frequency allocation
• FCC FREEZE on new licenses 1948-1952
• Freeze lifted in 1952 400 stations apply for and
  are granted licenses

4
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

5
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)

6
Changes in TV industry (late 1950s)

• Networks moved entertainment divisions to
  Hollywood
• Network news operations (information divisions)
  remained in New York

7
TVS INFORMATION CULTURE

• Nightly news began in 1948 (Camel News Caravan,
  NBC)
• modeled after radio news
• primarily a verbal report by an authoritative
  male anchorperson
• images provided support
• 15-minute format

8
TVs ENTERTAINMENT CULTURE THE GOLDEN AGE OF
TELEVISION

• Situation/domestic comedy
• Variety shows/sketches
• Anthology dramas
• Episodic drama series
• Continuing serials

9
HOW ARE PROGRAMS PRODUCED AND DISTRIBUTED?

• 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 advertisers
• Production companies lose money on network
  airing, but recoup it in syndication (deficit
  financing)

10
DISTRIBUTION of TV Shows

• Networks send national programming to affiliate
  stations
• Each network has 150-200 affiliates
• Network ownership of affiliates (OOs) was
  limited by FCC
• Local affiliates sell local ad time
• Affiliates have local control and choice

11
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)

12
DECLINE of the NETWORK ERA

• TECHNOLOGICAL CHANGES
• GOVERNMENT REGULATIONS
• DEVELOPMENT OF NEW NETWORKS

13
How many new channels are possible?

• Invent a new cable channel, which will
• Fill a clearly defined niche
• Draw an audience demographically profitable for
  the advertisers who will pay for the channels
  operation

14
Development of Early Cable Technology

• Devised by appliance store dealers and
  electronics firms, 1940s
• Need to get TV programming in rural, remote areas
• built antenna relay towers in remote rural
  communities, ran wires to homes

15
CATV Community Antenna Television

• first small cable systems
• in communities where mountains or tall buildings
  blocked broadcast signals
• served 10 of USA, with 12 channels
• Advantages no over-the-air interference,
  increased channel capacity

16
How Do Cable Systems Work?

• Headend computerized nerve center
• downlinks program channels from satellite
• relays programming through coaxial or fiber-optic
  cables attached to utility poles
• signals run through drop lines into homes through
  converter boxes

17
FCC and CABLE REGULATION, 1972

• Must-carry rules required cable operators to
  carry all local TV broadcasts
• Limited number of distant commercial stations
  carried
• Mandate for public access channels and leased
  channels

18
CABLE TVs AMBIGUOUSREGULATORY STATUS

• WHO holds jurisdiction over wired television?
• Is it broadcasting, or a public utility (a common
  carrier)?

19
Cable Act of 1984

• represented more support and protection for cable
  industry
• ended rate regulation and must-carry rules
• cable subscription charges skyrocketed
• cable systems began dropping PBS, local and
  independent stations

20
Cable Act of 1992

• FCC and Congress re-instated rate regulations
• must-carry or retransmission consent options for
  local commercial broadcasters

21
TELECOMMUNICATIONS ACT of 1996

• first major change since 1934, finally
  incorporating cable under federal regulation
• removed market barriers between phone companies,
  long-distance carriers and cable operators
• re-affirmed must-carry rules to protect local
  broadcasters
• lifted federal rate regulations for large cable
  systems

22
CNN Revolutionizes TV News

• 24-hour TV news channel, 1980, Turner
  Broadcasting
• 1982 Turner launched HEADLINE NEWS channel as
  well
• lost money until 1985
• emerged as major news competitor during Persian
  Gulf War, 1991, with 24-hour coverage

23
The CNN formula

• emphasizes news itself rather than celebrity
  anchors
• 24-hour format allowed unprecedented viewer
  access
• delivers timely news in greater detail
• offers live, unedited continuous coverage of
  breaking events
• emphasizes international news

24
MUSIC TELEVISION NETWORK (MTV)

• 1981, Warner Communications (bought by Viacom in
  1985)
• Global offspring and strong international
  presence MTV Asia, MTV Europe, MTV Brazil, MTV
  Japan, MTV Latino

25
CNN AND MTV

• In addition to the changes CNN and MTV have made
  to US culture, they are also seen in many other
  parts of the world. What changes might they be
  making in the cultures of other countries? Do
  you see them as positive or negative in a global
  context?

26
Controversies in TV Programming

• Violence Necessary?
• Racial and Gender Stereotypes
• Absence of People of Color
• Superficiality of News Coverage
• Lack of Creative Programs for Children
• Impact of Excessive Viewing on Both Children and
  Adults