📡Media Technologies Unit 4 – Rise of Television and Mass Media

Key Concepts and Definitions

• Television a telecommunication medium for transmitting moving images and sound
• Broadcasting the distribution of audio or video content to a dispersed audience via any electronic mass communications medium
• Network a group of radio or television stations linked by wire or radio relay
• Affiliate a local station that subscribes to the services and programs of a network
• Prime time the block of time during which the greatest number of people watch television (typically 8-11 PM)
• Rating a percentage of the total potential audience viewing a particular program
• Share the percentage of homes using television tuned to a specific program
• Syndication the sale of the right to broadcast a television program

Historical Context of Television's Emergence

• Early experiments in television technology began in the late 19th century
  • Paul Nipkow invented the scanning disk in 1884, an early mechanical television system
  • John Logie Baird demonstrated the first working television system in 1926
• Electronic television was pioneered in the 1920s and 1930s
  • Vladimir Zworykin invented the iconoscope, an early television camera tube, in 1923
  • Philo Farnsworth developed the first fully electronic television system in 1927
• Television broadcasting began in the late 1930s and early 1940s
  • BBC began the world's first regular television service in 1936
  • CBS and NBC started regularly scheduled television broadcasts in the United States in 1939
• World War II slowed the development and spread of television
• Post-war economic boom and technological advancements led to rapid growth of television in the 1950s

Technological Advancements in Broadcasting

• Invention of the cathode ray tube (CRT) enabled electronic television displays
• Development of coaxial cable and microwave relay systems allowed for network television distribution
  • AT&T established the first coaxial cable network in 1946
  • Microwave relay stations were used to transmit television signals over long distances
• Introduction of color television in the 1950s
  • CBS introduced a color television system in 1950, but it was not compatible with existing black-and-white sets
  • RCA's compatible color television system, NTSC, became the standard in 1953
• Transition from analog to digital broadcasting began in the late 1990s
  • Digital television (DTV) offers improved picture and sound quality, as well as more efficient use of spectrum
  • The United States completed the transition to digital broadcasting in 2009
• Advancements in satellite and cable technology expanded television distribution options

Cultural Impact of Television

• Television became a shared cultural experience, shaping public opinion and social norms
• News and current events coverage brought world events into people's homes
  • Television played a significant role in shaping public perception of major events (Vietnam War, moon landing)
• Television advertising influenced consumer behavior and popular culture
  • Iconic advertising campaigns and slogans became part of the cultural lexicon (Marlboro Man, "Where's the Beef?")
• Television programming reflected and influenced social and political changes
  • Sitcoms and dramas addressed controversial topics and societal issues (All in the Family, The Mary Tyler Moore Show)
• Television served as a platform for political communication and debates
  • Kennedy-Nixon debates in 1960 highlighted the importance of television in political campaigns
• Critics raised concerns about television's potential negative effects
  • Concerns about violence, stereotyping, and the influence of television on children led to research and public discourse

Evolution of Programming and Content

• Early television programming consisted primarily of live broadcasts and adaptations of radio shows
  • Variety shows, such as The Ed Sullivan Show, were popular in the 1950s
  • Quiz shows, like The $64,000 Question, gained popularity but faced scandals in the late 1950s
• Sitcoms and westerns became staples of prime-time programming in the 1960s
  • The Beverly Hillbillies, Gilligan's Island, and Bonanza were popular sitcoms and westerns
• Socially conscious programming emerged in the 1970s
  • All in the Family and MAS*H addressed controversial topics and social issues
• Cable television and the rise of niche programming in the 1980s and 1990s
  • CNN and MTV introduced 24-hour news and music video programming, respectively
  • HBO and other premium cable channels offered uncensored content and original programming
• Reality television gained popularity in the 2000s
  • Survivor and American Idol ushered in a new era of unscripted programming
• Streaming services and on-demand content changed viewing habits in the 2010s
  • Netflix, Hulu, and Amazon Prime Video offered original content and binge-watching options

Advertising and Commercialization

• Television advertising became a crucial source of revenue for networks and stations
  • Sponsorship model gave way to spot advertising in the 1960s
• Advertising agencies played a significant role in shaping television content
  • Product placement and sponsored programming became common practices
• Television commercials evolved into an art form and cultural phenomenon
  • Memorable campaigns and mascots became part of popular culture (Budweiser Frogs, Energizer Bunny)
• Ratings and audience demographics became essential for attracting advertisers
  • Nielsen ratings provided data on television viewership and audience composition
• Infomercials and home shopping networks emerged as new forms of television advertising
  • Products and services were sold directly to consumers through long-form advertisements and dedicated channels
• Advertising regulations and self-regulatory bodies were established to address concerns
  • Federal Communications Commission (FCC) and Federal Trade Commission (FTC) enforced advertising regulations
  • National Advertising Review Board (NARB) and Children's Advertising Review Unit (CARU) provided self-regulation for the industry

Regulatory Frameworks and Policies

• Federal Communications Commission (FCC) was established in 1934 to regulate television broadcasting
  • FCC allocates broadcast frequencies, grants licenses, and enforces regulations
• Communications Act of 1934 established the framework for television regulation
  • The act outlined the responsibilities of broadcasters and the role of the FCC
• Fairness Doctrine required broadcasters to present contrasting viewpoints on controversial issues
  • The doctrine was introduced in 1949 and eliminated in 1987
• Equal Time Rule requires broadcasters to provide equal opportunities for political candidates
• Children's Television Act of 1990 mandated educational programming for children
  • The act set guidelines for the amount and quality of children's programming
• Telecommunications Act of 1996 deregulated the television industry
  • The act removed barriers to cross-ownership and encouraged competition
• Obscenity, indecency, and violence regulations aim to protect public interest
  • FCC enforces regulations on content deemed obscene, indecent, or excessively violent

Global Spread and Localization of TV

• Television spread globally in the decades following World War II
  • Europe, Asia, and Latin America established national broadcasting systems
  • Developing countries invested in television infrastructure as a tool for modernization
• Localization of television content became essential for global markets
  • Dubbing, subtitling, and format adaptations were used to make content accessible to local audiences
• Transnational television flows and the rise of global media conglomerates
  • Media companies (Time Warner, Disney, Viacom) expanded their reach through international distribution and ownership
• Satellite television and the emergence of global news networks
  • CNN International and BBC World News provided 24-hour global news coverage
• Telenovelas and other regional programming gained popularity in Latin America and beyond
  • Yo soy Betty, la fea (Colombia) and Avenida Brasil (Brazil) achieved international success
• Reality television formats became a global phenomenon
  • Who Wants to Be a Millionaire? and Big Brother were adapted in multiple countries
• Localized streaming services and online platforms challenged traditional television models
  • iQiyi (China) and Hotstar (India) offered local content and competed with global streaming giants