6.1 Birth of Television and Network Era

Television revolutionized media, evolving from mechanical systems to electronic broadcasts. The 1950s saw a boom in TV ownership, with the "Big Three" networks dominating. These giants shaped programming strategies, creating iconic shows that captivated audiences.

Network TV relied on advertising revenue, using ratings and scheduling tactics to maximize viewership. Iconic shows like "I Love Lucy" and "The Twilight Zone" left lasting cultural impacts, while TV personalities became household names. Television became a shared experience, influencing societal norms and values.

The Birth of Television

Evolution of television technology

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• Early television technology developed through mechanical and electronic systems
  • Mechanical systems used rotating disks to scan images (Nipkow disk in 1884)
  • John Logie Baird demonstrated mechanical television in the 1920s
  • Electronic systems utilized cathode ray tubes (CRTs) to display images
    • Vladimir Zworykin invented the iconoscope camera tube in 1923
    • Philo Farnsworth created the image dissector camera tube in 1927
• Experimental television broadcasts began in the 1930s
  • BBC launched the first regular television service in 1936
  • NBC and CBS started early broadcasts in the US in the late 1930s
• Television experienced a postwar boom in the 1950s
  • Rapid growth in television set ownership occurred in the US
  • Broadcasting infrastructure expanded to reach more households
  • Color television was introduced, enhancing the viewing experience

Dominance of major television networks

• The "Big Three" networks emerged and dominated the television landscape
  • NBC (National Broadcasting Company)
  • CBS (Columbia Broadcasting System)
  • ABC (American Broadcasting Company)
• Networks developed programming strategies to attract viewers
  • Created genre-specific content (sitcoms, westerns, variety shows)
  • Implemented prime-time scheduling and the "least objectionable program" theory
  • Established the "TV season" and heavily promoted fall lineups
• The Big Three networks captured a high market share of viewership
  • Limited competition from independent stations and educational television
  • Networks became the primary source of television entertainment

The Network Era

Economics of network television

• Network television relied on an advertising-based revenue model
  • Commercial time was sold to sponsors to generate income
  • Nielsen ratings measured audience size and demographics
  • Upfronts allowed networks to sell ad inventory in advance
• Networks employed various scheduling strategies
  • Dayparting divided the broadcast day into distinct segments (morning shows, daytime programming, prime-time)
  • Counterprogramming involved scheduling shows against competitors' popular programs
  • Lead-in and lead-out strategies aimed to maintain audience flow between shows
• Television became a major advertising medium, influencing consumer behavior and product sales

Cultural impact of iconic shows

• Influential television shows left a lasting impact on popular culture
  • "I Love Lucy" popularized the sitcom format and set the standard for future comedy series
  • "The Ed Sullivan Show" showcased a wide variety of entertainment acts and introduced new talent
  • "The Twilight Zone" pushed the boundaries of storytelling with its innovative anthology format
• Television personalities became cultural icons and shaped public perceptions
  • Milton Berle pioneered early television comedy and became known as "Mr. Television"
  • Walter Cronkite established the role of the trusted news anchor during his tenure at CBS Evening News
  • Lucille Ball challenged traditional gender roles and paved the way for future female comedians
• Television served as a shared cultural experience, reflecting and shaping societal norms and values
  • Popular shows influenced fashion trends, language, and popular culture
  • Television programming both mirrored and molded public opinion on various issues