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