Lecture dynamics of mass communication (9th edition) chapter 10 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter 10 Chapter Outline Television McGraw­Hill History Contemporary Television Television in the Digital Age Defining Features of Television Organization of the Broadcast Television Industry Ownership in the Television Industry Producing Television Programs Economics Public Broadcasting Cable Television Home Video Direct Broadcast Satellites Feedback The Television Industry â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã 1928Zworykinsiconoscope ã 1930Farnsworthsimagedissector ã 1939Firstpublicdemo – NBC, owned by RCA – World’s Fair • WW II leads to technical advances • 1948 – FCC’s freezes licenses for 4 years • 1952 –12 VHF and 70 UHF channels McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã 1950s Radioasmodel Videotapedevelopedin1956byAmpex – UHF peters out – Color broadcasting – Golden Age • Ed Sullivan’s Talk of the Town • Texaco Star Theater • Adult Westerns such as Gunsmoke McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • 1960s – TVs in 95% of US homes • Network news 15   30 minutes • TV journalism excels covering: – JFK, King, and RFK assassination events – Civil Rights movement – Apollo space program • PublicBroadcastingActof1967setup PBS McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã 1970sTVviewingandviolence ã CitizenactiongroupsandtheFCC • Cable TV becomes a serious  competitor • Law­and­order programs  – The FBI; Mannix • All in the Family • Dallas&Dynasty McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã 1980s 1990sBig3continueto decline(90% 60%) • Fox, UPN, and WBN start up • Disney buys ABC • Westinghouse buys CBS • Cable in 68% of U.S. homes by 2000 • Cable a serious competitor Premiumchannels PPV Advertisingrevenue McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã VCRs in 90% of U.S. homes by 2000 • Cassette rentals become multibillion dollar  industry • Timeshifting • Zapping  • Zipping • Grazing • Direct Broadcast by Satellite (DBS) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • Telecommunications Act of 1996  – TV program rating system – V­chip • Family­oriented comedies – Family Ties The Cosby Show • Newsmagazines – 60 Minutes  Dateline NBC • Reality programs – Survivor McGraw­Hill  Big Brother © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Contemporary Television • 2000­2005 • Reality programs: 12 hours of  prime­time schedule • Controversyoverconsolidationof TVstationownership ã ContinueddevelopmentofHDTV ã Satellitetelevisioncontinuesto grow McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Public Broadcasting Public Broadcasting Revenue $ource$ Government (33%) Members (25%) Corporations (15%) Foundations, auctions, and others (27%) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Cable Television • History – – – – – – – Originally designed for remote areas Regulation and deregulation by FCC 1965 – growth in large markets 1972 – less restrictive   1980 – most rules dropped 1984 – deregulation of rates 1992 – Cable Television Consumer Protection and  Competition Act – 1996 – Telecommunication Act McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Cable Television Table 10-3 Five Largest Cable System Operators, 2003 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Cable Television Figure 10-2 Cable Transmission of HBO Programming McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Cable Television • Local Programming  – Local origination and local broadcast stations – Superstations  • WPIX (New York) WWOR (New York) • WGN (Chicago)   KTLA (Los Angeles) • KWGN (Denver) WBSK (Boston) – Special cable networks – MTV, BET, C­SPAN – Pay services – HBO, Showtime, Cinemax Payưperưview ã LocalRevenue Subscriptionfees LocalAdvertising McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Cable Television • Network Programming – Original productions – CNN, C­SPAN, ESPN – Movies – HBO, Showtime, Cinemax – Syndicated programs  • Network reruns Game shows • Network Revenue – Advertising – TNN – Carriage fees – MTV, ESPN, C­SPAN SubscriptionfeesHBO,Showtime McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Home Video ã ã ã • VCRs and DVDs prevalent in US homes DVR – Digital Video Recorder (TiVo) VCR and TiVo used to timeshift Industry organization – Production – Motion picture studios – Distribution – 90 distributors in USA – Consumers spent more than $20 billion on cassettes  and discs in 2004 – Video cassettes becoming obsolete McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Direct Broadcast Satellites • • • • 23M homes equipped with DBS (2005) Subscribers use cable and video rentals less Dishes down to $200 in 2005 Satellite Home Viewer Improvement Act  – Allows DBS to carry local broadcast channels IncreasedrateofDBSgrowth ã Dominant:DirecTVandEchoStar ã HDTV,highưspeedInternet,interactiveTV McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback • Network ratings  – Nielsen Media Research – 5,000 People Meters, changed every two years • Local market ratings  – Combination of diary and electronic metering 200markets,4timesperyear(sweeps) ã ElectronicMediaRatingsCouncil Monitors,audits,andaccreditsallbroadcastrating services McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback Ratings =  Number of households watching a program Number of TV HH Audience share =  Number of households watching a program Number of TV HUT McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Feedback • Additional Feedback – Prediction – Questionnaires • In­person • Telephone – Concept testing • 1­2 paragraph idea presentation – Pilot testing • Test theater with like/dislike buttons • Cable tests McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Feedback • Television Audience Characteristics – – – – Cable is now 68% of TV households Set is on for 7 h/day Individuals average 3+ h/day Viewing is heaviest: • In winter • In low­income households • In people with less education • Among women rather than men – Teenagers watch the least amount of TV McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Feedback Figure 10-4 Household Viewing of Television at Various Times of the Day McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Television Industry • Employment Numbers – – – – 110,000 in commercial TV 100,000 in cable TV 10,000 in non­commercial TV 16,000 at TV networks • Entry­level – Think small – Startatthebottom Bepreparedtomove McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Television Industry ã Upward Mobility – Directors and Producers start: • Camera operator • Floor manager • Production assistant – On­camera reporters start: • General reporting jobs at small stations – Off­camera reporters start: • Newswriter • News researcher – Managers start in sales positions McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved ... Industry • Upward Mobility – Directors and Producers start: • Camera operator • Floor manager • Production assistant – On­camera reporters start: • General reporting jobs at small stations – Off­camera reporters start:... DatelineNBC ã Realityprograms Survivor McGrawưHill BigBrother â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Contemporary Television • 2000­2005 • Reality programs: 12 hours? ?of? ? prime­time schedule... © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Television Programs • Getting TV Programs on the Air  – Local • News is the thing • Camera crews, reporters, editors • News director and newscast producer • Anchorpeople, weather & sports forecasters