🧐Understanding Media Unit 6 – Television – From Networks to Cable

Key Concepts and Terminology

• Broadcasting transmitting audio and/or video signals to a dispersed audience via radio waves
• Network a group of affiliated television stations that share programming and advertising
• Prime time the block of time during which the television audience and advertising revenues are the highest, typically from 8:00 to 11:00 p.m. EST
• Ratings a measure of the size of a television audience, used to determine advertising rates
  • Nielsen ratings the most widely used system for measuring television viewership in the United States
• Cable television a system of delivering television programming via coaxial or fiber-optic cables, offering a wider range of channels and services compared to traditional broadcast television
• Multichannel video programming distributor (MVPD) a service provider that delivers video programming to subscribers, including cable, satellite, and telecommunications companies
• Over-the-top (OTT) media services content providers that distribute streaming media directly to consumers via the internet, bypassing traditional distribution channels (Netflix, Hulu)
• Cord-cutting the practice of canceling traditional cable or satellite television subscriptions in favor of streaming services or other alternatives

Historical Context of Television

• Early experiments in television technology began in the late 19th and early 20th centuries, with inventors such as Paul Nipkow and John Logie Baird
• Electronic television developed in the 1920s and 1930s, with key contributions from inventors like Vladimir Zworykin and Philo Farnsworth
• World War II slowed the development and adoption of television, but postwar economic growth and technological advancements led to its rapid expansion
• In the United States, the Federal Communications Commission (FCC) allocated broadcast frequencies and established regulations for the television industry
• Early television programming consisted primarily of live broadcasts, including news, sports, and variety shows
  • "The Queen's Messenger" the first drama specifically written for television, broadcast by the BBC in 1928
• The 1950s saw the rise of television as a mass medium, with the number of TV households in the U.S. growing from 9% in 1950 to 87% by 1960
• Color television introduced in the 1950s, with NBC's "Bonanza" becoming the first weekly color television series in 1959

Network Era: The Big Three

• The "Big Three" television networks ABC, CBS, and NBC dominated the American television landscape from the 1950s through the 1980s
• Networks provided programming to affiliated local stations, which broadcast the content to their respective markets
• The networks operated on a "least objectionable programming" strategy, aiming to attract the widest possible audience and avoid controversial content
• Iconic shows from the network era include:
  • "I Love Lucy" (CBS, 1951-1957) pioneering sitcom featuring Lucille Ball and Desi Arnaz
  • "The Ed Sullivan Show" (CBS, 1948-1971) variety show that introduced many legendary performers to American audiences, including Elvis Presley and The Beatles
  • "The Twilight Zone" (CBS, 1959-1964) groundbreaking anthology series that blended science fiction, fantasy, and horror
• The network era also saw the rise of television advertising as the primary source of revenue for the industry
  • Sponsorship model individual companies sponsored entire programs, often with their products integrated into the show's content (Texaco Star Theater)
  • Spot advertising model introduced in the 1960s, allowing multiple advertisers to purchase shorter commercial slots within a program
• The limited number of networks and the high barriers to entry created an oligopolistic market structure, with the Big Three wielding significant power over the television industry

Rise of Cable Television

• Cable television emerged in the late 1940s as a means to improve reception in areas with poor over-the-air signals
• In the 1970s, cable began to expand its offerings by importing distant signals and introducing original programming
  • HBO (Home Box Office) launched in 1972, becoming the first successful premium cable channel
• The 1984 Cable Communications Policy Act deregulated the cable industry, spurring rapid growth and investment
• Cable networks introduced narrowcasting targeting specific demographics or interests, in contrast to the broad appeal of broadcast networks (MTV, ESPN, CNN)
• Iconic cable shows that pushed boundaries and redefined television:
  • "The Sopranos" (HBO, 1999-2007) groundbreaking crime drama that set a new standard for serialized storytelling and complex characters
  • "The Daily Show" (Comedy Central, 1996-present) satirical news program that became a cultural touchstone and influenced political discourse
• Cable's subscription-based business model provided a steady revenue stream and allowed for edgier, more niche-oriented content
• The rise of cable fragmented the television audience, challenging the dominance of the Big Three networks and transforming the media landscape

Technological Advancements

• Satellite television introduced in the 1990s, offering an alternative to cable and expanding television's reach to rural areas
  • DirecTV and Dish Network emerged as major satellite providers in the United States
• Digital television (DTV) transition began in the late 1990s, offering improved picture and sound quality, as well as more efficient use of broadcast spectrum
  • The U.S. government mandated a switch from analog to digital broadcasting, with the transition completed in 2009
• High-definition television (HDTV) became widely available in the early 2000s, providing a sharper, more detailed picture compared to standard-definition TV
• Digital video recorders (DVRs) such as TiVo, introduced in 1999, allowed viewers to record, pause, and rewind live television, as well as skip commercials
  • DVRs shifted viewing habits and challenged traditional advertising models
• Streaming technology and high-speed internet access enabled the rise of over-the-top (OTT) platforms like Netflix and Hulu
  • Streaming services offer on-demand content, personalized recommendations, and binge-watching capabilities
• Smart TVs and streaming devices (Roku, Apple TV) have integrated internet connectivity and app-based interfaces into television sets
• Advancements in compression and encoding technologies have made it possible to deliver high-quality video content over the internet with minimal bandwidth requirements

Impact on Society and Culture

• Television has served as a powerful medium for shaping public opinion, influencing social norms, and reflecting cultural values
• News coverage of major events, such as the Vietnam War and the civil rights movement, brought distant conflicts and social issues into American living rooms
  • Television played a crucial role in the political process, with televised debates (Kennedy-Nixon in 1960) and campaign advertising becoming key components of electoral strategy
• Television has been a primary source of entertainment and leisure activity, with Americans spending an average of several hours per day watching TV
• The medium has created shared cultural experiences and iconic moments, from the Moon landing to the series finale of "MAS*H"
• Television has faced criticism for its potential negative effects, such as:
  • Promoting consumerism and materialism through advertising
  • Stereotyping and underrepresentation of certain groups (minorities, women)
  • Glorifying violence and sexual content
  • Contributing to sedentary lifestyles and obesity
• The fragmentation of the television landscape has led to a more diverse range of content and representation, but has also raised concerns about echo chambers and the polarization of public discourse
• Television has adapted to changing social norms and cultural values over time, with content reflecting shifts in attitudes towards issues such as race, gender, and sexuality

Business Models and Economics

• Broadcast television networks initially relied on a single-sponsor model, with companies like Texaco and Colgate fully funding and producing programs
• The spot advertising model, introduced in the 1960s, allowed for multiple advertisers to purchase commercial time within a program
  • Advertising rates based on factors such as audience size, demographics, and time slot
• Cable television introduced a subscription-based model, with viewers paying monthly fees for access to a package of channels
  • Cable providers also generate revenue through the sale of local advertising spots
• Premium cable channels like HBO and Showtime offer commercial-free programming for an additional monthly fee
• Syndication the sale of rights to broadcast pre-recorded television programs to multiple outlets, has been a lucrative revenue stream for content producers
  • "Seinfeld" and "Friends" are examples of shows that have generated significant syndication revenue
• Retransmission consent fees introduced in the 1992 Cable Television Consumer Protection and Competition Act, allow broadcast networks to charge cable providers for the right to carry their signals
• The rise of streaming services has disrupted traditional television business models, with platforms like Netflix and Amazon investing heavily in original content production
  • Streaming services generate revenue through subscription fees and, in some cases, advertising (Hulu's ad-supported tier)
• The shift towards targeted advertising and programmatic ad buying has changed the way advertisers allocate their budgets and measure the effectiveness of their campaigns
• Vertical integration the consolidation of content production and distribution within a single company (Comcast's acquisition of NBCUniversal), has become a key strategy for media conglomerates seeking to compete in the evolving television landscape

Future Trends and Challenges

• Cord-cutting and the decline of traditional pay-TV subscriptions are expected to continue as consumers embrace streaming services and alternative content sources
  • Traditional cable and satellite providers are developing their own streaming platforms (Comcast's Peacock, AT&T's HBO Max) to adapt to changing viewer preferences
• The proliferation of streaming services has led to concerns about subscription fatigue and content fragmentation
  • Consumers may become overwhelmed by the number of services required to access desired content, leading to a potential re-bundling of services
• Personalization and recommendation algorithms will become increasingly sophisticated, using data analytics and machine learning to curate content for individual viewers
• Interactive and immersive technologies, such as virtual reality (VR) and augmented reality (AR), may be integrated into television content, offering new forms of storytelling and viewer engagement
• 5G networks and edge computing could enable new forms of content delivery and consumption, such as mobile-first programming and low-latency interactive experiences
• Addressable advertising targeting specific households or individuals based on their demographics, interests, and viewing habits, is expected to become more prevalent
• The globalization of television content will continue, with international co-productions and cross-border content licensing becoming more common
  • The success of shows like "Money Heist" (Spain) and "Squid Game" (South Korea) on Netflix highlights the growing appetite for foreign-language content
• The television industry will need to address issues related to diversity, equity, and inclusion, both in terms of on-screen representation and behind-the-scenes talent
• Concerns about data privacy and the use of viewer information for targeted advertising and content recommendations will likely lead to increased regulation and public scrutiny
• The ongoing COVID-19 pandemic has accelerated shifts in consumer behavior and content production, with long-term impacts on the television industry still unfolding