J201Intro to mass communicationLecture: Television1939: RCA (and NBC) introduces television (programming, cameras, and receivers)•1948: Appliance salesman John Walson introduces community-antenna television (CATV)The “Golden Age” of television •1950: 96 TV stations, under 10% of all households had TV•1960: 500 TV stations, nearly 90% of all households had TV•Stereotyping, syndication, screenwriting, and scandal•1969: Sony introduces low-cost VCR•1972: Home Box Office (7% of homes have cable)•1975: Time buys HBO, distributes movies over satellite•1981: MTV (20% of homes have cable, 1% have VCR)•1990: 66% of homes have VCRTV and the film industry•1,300 commercial broadcast stations •Most affiliated with network: higher ad prices, better content•400 public broadcast stations•$60 billion in TV advertising revenue (75% broadcast, 25% cable)•one out of every four advertising dollars is spent on TV•average 30-second prime-time spot costs $100,000(but Superbowl spot can cost $3 million as of 2008)US television industry structurewhat are the top TV corporations today?(how would we decide?)dollars in millionsNB: Directly-owned stations only, not including affiliatesdollars in millionsdollars in millions•105 million “television households”•75% of them have 2 or more TVs (audience segmentation)•television is turned on nearly 8 hours/day in each household•each adult watches average of 4 hours/day•rating = no. of households watching a program ÷ all TV households (whether watching anything or not)•share = no. of households watching a program÷ all TV households watching at that time•audience as consumer vs. audience as productUS television audience agencywhen you advertise on TV is important ...www.mediainfocenter.org... but also where and to whomWhat were the top ten single television shows with the highest ratings ever?are the days of record-breaking ratings over?•“DVR” = digital video recorder•automatic time-shifting•“Any time you skip a commercial ... you’re actually stealing the programming.”•“[a] DVR allows violation of that copyright by encouraging the illegal alteration of that content”•but ... TiVo collects audience datadoes TiVo = end of TV?•download individual shows for $1.99 each•transfer shows from TiVo-like DVRs to your iPod•watch shows from your TV on the web•who wants TV portability?does iPod + SlingBox = end of TV?•corporations fear copyright infringement of posted video clips•yet corporations benefit from viral marketing through Internet•practice of excerpting only the highlights from a full show•do we really want to watch each other’s home movies?does YouTube = end of
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