4.2 The rise of public broadcasting and educational TV

The rise of public broadcasting in the 1960s and 70s marked a turning point in American television. The Public Broadcasting Act of 1967 established the Corporation for Public Broadcasting, paving the way for PBS and NPR. These organizations revolutionized educational and cultural programming.

Public broadcasting expanded learning opportunities and bridged educational gaps. Shows like Sesame Street transformed early childhood education, while other programs brought arts and culture to wider audiences. This non-commercial model provided a crucial alternative to mainstream TV, focusing on education and public service.

Public Broadcasting's Rise

Establishment of Key Organizations

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• Public Broadcasting Act of 1967 established Corporation for Public Broadcasting (CPB) marked significant milestone in US public broadcasting development
• Public Broadcasting Service (PBS) creation in 1970 provided national distribution system for educational and cultural programming replaced National Educational Television (NET)
• National Public Radio (NPR) founded in 1970 expanded public broadcasting reach beyond television as national, non-commercial radio network
• Children's Television Workshop established in 1968 produced groundbreaking educational programs (Sesame Street)

Growth and Technological Advancements

• Public broadcasting stations experienced rapid growth from approximately 100 in 1960 to over 250 by end of 1970s
• Satellite technology development in 1970s allowed more efficient programming distribution to local stations enhanced reach and impact
• Increased funding sources including government support, corporate underwriting, and viewer donations facilitated expansion
• Introduction of color broadcasting improved visual quality and audience engagement

Educational TV's Impact

Expanding Learning Opportunities

• Educational television provided platform for distance learning allowed viewers to access educational content from homes
• Programs demonstrated television's potential as educational tool for adults and children (The French Chef, Mister Rogers' Neighborhood)
• Sesame Street introduction in 1969 revolutionized early childhood education used television to prepare preschool-age children for formal schooling
• Expanded access to cultural experiences brought arts and music to audiences with limited exposure (Great Performances)

Bridging Educational Gaps

• Instructional television services offered curriculum-based programming for classroom use supplemented traditional teaching methods
• Educational television in rural and underserved areas helped bridge educational gaps provided previously unavailable resources
• Lifelong learning opportunities increased through diverse programming catering to various age groups and interests
• Language learning programs improved accessibility to foreign language instruction (French in Action, Destinos)

Government's Role in Public Broadcasting

Funding and Policy Framework

• Public Broadcasting Act of 1967 established framework for federal funding allocated funds through Corporation for Public Broadcasting (CPB)
• CPB's role as buffer between government and broadcasters protected editorial independence ensured accountability for public funds
• Federal matching grant programs incentivized local support and fundraising efforts encouraged diverse funding model
• Public Telecommunications Financing Act of 1978 provided multi-year advance funding aimed to insulate from short-term political pressures

Mandates and Ongoing Debates

• Government policies mandated public broadcasting serve all Americans led to initiatives focused on diverse and inclusive programming
• Debates over appropriate level of government funding shaped evolution of public broadcasting policies
• Concerns about potential political influence led to ongoing discussions about maintaining editorial independence
• Educational mandates required certain percentage of airtime dedicated to educational content influenced programming decisions

Public vs Commercial Television

Mission and Programming Focus

• Public broadcasting emphasizes education, cultural enrichment, and public service while commercial networks focus on entertainment and profit generation
• Public broadcasters produce niche programming for underserved audiences not driven by ratings to same extent as commercial networks
• In-depth news and public affairs programming more prevalent in public broadcasting often providing longer-form content
• Greater emphasis on locally-produced content and community engagement in public broadcasting contrasts with national focus of most commercial network programming

Funding Models and Scheduling

• Commercial networks rely heavily on advertising revenue public broadcasting uses mixed funding model (government support, corporate underwriting, viewer donations)
• Public broadcasting schedules include educational content throughout day to serve various audience needs while commercial networks prioritize prime-time programming
• Pledge drives and membership campaigns unique to public broadcasting model engage viewers directly in funding process
• Commercial networks focus on mass appeal programming public broadcasting targets specific educational and cultural niches