📺Critical TV Studies Unit 10 – TV History: From Broadcast to Streaming

Early Days of Television

• Television technology developed in the late 1920s and early 1930s built upon earlier inventions like the cathode ray tube and mechanical scanning discs
• Early television broadcasts were experimental and limited in reach with only a few hundred television sets in existence (RCA TRK-12)
• The first regular television broadcasting began in the late 1930s in countries like the United Kingdom (BBC) and the United States (NBC)
• World War II halted the expansion of television as resources were diverted to the war effort
• After the war, television quickly gained popularity as a new form of entertainment and information delivery
  • Number of television sets in the United States grew from 6,000 in 1946 to over 12 million by 1951
• Early television programming included live broadcasts of news, sports, and entertainment events (1936 Berlin Olympics)
• Television advertising emerged as a way to fund the production and distribution of television content

The Rise of Network Broadcasting

• Network broadcasting refers to the distribution of television programming by a centralized organization to multiple local stations across a wide geographic area
• The three major television networks in the United States (ABC, CBS, and NBC) emerged in the late 1940s and early 1950s
  • These networks provided a mix of news, sports, and entertainment programming to their affiliated local stations
• Networks allowed for the creation and distribution of high-quality, expensive programming that local stations could not produce on their own
• The rise of network broadcasting led to the standardization of television programming formats and schedules
  • Prime time emerged as the most valuable time slot for networks to air their most popular and expensive programs
• Networks also developed strong brand identities and viewer loyalty through their programming and on-air personalities
• The dominance of the three major networks in the United States continued until the rise of cable television in the 1980s

Key Technological Advancements

• The transition from black-and-white to color television in the 1960s and 1970s greatly enhanced the visual appeal of television programming
  • Color television became the standard by the late 1970s, with most households owning a color TV set
• Satellite technology, introduced in the 1960s, allowed for the live broadcast of events from around the world and expanded the reach of television networks
• The development of videotape recording in the 1950s and 1960s allowed for the pre-recording and editing of television programs, reducing the reliance on live broadcasts
• Cable television, which emerged in the 1940s and 1950s, initially served to improve reception in areas with poor over-the-air signals
  • Later, cable technology would evolve to offer a wider variety of programming options and challenge the dominance of traditional networks
• The introduction of the remote control in the 1950s made it easier for viewers to switch between channels and control their viewing experience
• Digital television (DTV) replaced analog television in the late 1990s and early 2000s, offering improved picture and sound quality, as well as the ability to broadcast multiple channels on a single frequency

Changing Audience Habits

• The proliferation of television sets in households across the United States in the 1950s and 1960s made TV a central part of family life and leisure time
• The introduction of the VCR (videocassette recorder) in the 1970s allowed viewers to record and watch programs on their own schedules, challenging the traditional linear viewing model
• Cable television, particularly with the rise of premium channels like HBO in the 1970s and 1980s, offered viewers more diverse and specialized programming options
  • This led to audience fragmentation as viewers could now choose from a wider variety of content tailored to their specific interests
• The remote control, which became more prevalent in the 1980s, made channel surfing and ad skipping easier, changing the way viewers interacted with television content
• The rise of the internet and digital media in the 1990s and 2000s began to shift audience attention away from traditional television viewing
  • Viewers, especially younger demographics, started consuming more content online through platforms like YouTube and social media
• Time-shifted viewing, enabled by DVRs (digital video recorders) and on-demand services, allowed audiences to watch content at their convenience, further eroding the importance of linear television schedules

Cable TV Revolution

• Cable television, which began as a means to improve television reception in areas with poor over-the-air signals, evolved into a major force in the television industry
• The introduction of satellite technology in the 1970s allowed cable providers to distribute programming nationally, expanding their reach and offerings
• Premium cable channels, such as HBO and Showtime, emerged in the 1970s and 1980s, offering commercial-free programming and original content not available on broadcast networks
  • These channels relied on subscription fees rather than advertising revenue, allowing for greater creative freedom and niche programming
• Basic cable channels, such as ESPN and CNN, also proliferated during this period, providing specialized content in areas like sports and news
• The cable TV revolution fragmented the television audience, as viewers now had access to a much wider variety of programming options beyond the traditional broadcast networks
• Cable providers also began offering bundled services, combining television, telephone, and internet access, making them a one-stop-shop for communication and entertainment needs
• The increased competition from cable networks put pressure on broadcast networks to innovate and adapt their programming strategies

Emergence of Streaming Platforms

• Streaming platforms, such as Netflix and Hulu, emerged in the late 2000s and early 2010s as a new way to distribute and consume television content
• These platforms utilize the internet to deliver content directly to viewers' devices, bypassing traditional television distribution methods
• Initially, streaming platforms primarily offered licensed content from other studios and networks, but they soon began investing in original programming (House of Cards, Orange Is the New Black)
  • Original content became a key differentiator and driver of subscriber growth for streaming platforms
• The on-demand nature of streaming platforms allowed viewers to watch content whenever and wherever they wanted, further shifting audience habits away from linear television viewing
• The success of streaming platforms led to a proliferation of new entrants in the market, including Amazon Prime Video, Disney+, and Apple TV+
  • This increased competition has led to a content arms race, with platforms investing billions of dollars in original programming to attract and retain subscribers
• The emergence of streaming platforms has also led to cord-cutting, as some viewers cancel their cable subscriptions in favor of streaming services
  • This has put pressure on traditional cable providers and broadcast networks to adapt their business models and offerings

Impact on Content Creation

• The rise of cable networks and streaming platforms has led to an increase in the quantity and diversity of television content being produced
  • With more outlets for distribution, there are more opportunities for creators to pitch and produce niche and experimental content
• The subscription-based model of many streaming platforms has allowed for greater creative freedom, as creators are not beholden to the same content restrictions and advertising demands as broadcast networks
• The success of serialized, long-form storytelling on platforms like HBO and Netflix has influenced the types of narratives being told on television
  • Complex, character-driven stories that unfold over multiple episodes or seasons have become more common (Breaking Bad, Game of Thrones)
• The global reach of streaming platforms has also led to an increase in international co-productions and the popularity of non-English language content (Money Heist, Squid Game)
• The competition among streaming platforms and the need to stand out in a crowded market has led to an emphasis on high-profile talent and big-budget productions
  • This has attracted more A-list actors, directors, and writers to work in television, blurring the lines between film and TV
• The shortened seasons and flexible episode lengths common on streaming platforms have allowed for more experimentation with format and structure
  • This has led to the rise of anthology series, mini-series, and other non-traditional storytelling formats (Black Mirror, The Queen's Gambit)

Future of Television

• The proliferation of streaming platforms and the continued fragmentation of the audience is likely to lead to further consolidation in the industry
  • Media companies are likely to merge or acquire one another to gain scale and compete with the dominant players like Netflix and Disney+
• The increasing competition among streaming platforms may lead to a greater emphasis on original, exclusive content as a way to differentiate and attract subscribers
  • This could lead to even higher budgets for marquee productions and a continued influx of top talent into the television industry
• The global nature of streaming platforms may lead to more cross-cultural collaborations and the rise of international content hubs
  • Countries with strong production infrastructures and talent pools, like South Korea and India, may become more important players in the global television market
• The use of data analytics and algorithms to guide content creation and programming decisions is likely to become more sophisticated and widespread
  • Streaming platforms' ability to collect and analyze viewer data could lead to more targeted and personalized content recommendations
• The lines between television and other forms of digital media, such as social media and gaming, are likely to continue blurring
  • Interactive and immersive storytelling experiences that combine elements of television, gaming, and social media may become more common (Black Mirror: Bandersnatch)
• The traditional linear television model, while still important, is likely to continue to decline in relevance as viewers increasingly shift to on-demand and streaming options
  • Broadcast networks and cable providers will need to adapt their business models and content strategies to remain competitive in this new landscape