COMM 122 1st Edition Lecture 2Outline of Last LectureI. Office hoursII. Introduction of Media Programming and InstitutionsIII. Developments Revolve Around Technology and Regulation, “The Public Interest”Outline of Current LectureIV. Commercially Supported MediaV. Governmental Regulations and Control of BroadcastingVI. Economic Bases of Program ProductionVII. Media Systems are Supported in a Variety of Different Ways (Pluralism)Current LectureCommercially supported media (Netflix, Youtube, Hulu, Amazon):COMM 122 1st EditionDramatic effects on tv viewing DVR: watching more time shifted programs (SKIPPING COMMERCIALS) Advertisers hate the DVR’s (Patriotic duty to watch ads) Production placement: when advertisers put ads in the shows in an invisible way like it’s natural (like when a show uses an apple laptop or when someone drinks gatorade; all paid for by the advertisers) Factors that justify governmental regulations and control of broadcasting:Airwaves are public property Self interfering without regulation Broadcasting has political and social power Classic” types of broadcast systems based on nature of governmental control:Permissive: nobody in the government has to approve, no prior censorship (laissez faire- hands off) Paternalistic: government encourages culturally uplifting programs that meet a variety of different interests and serve different types of viewers (culturally diverse) Authoritarian: very tight governmental control over media content (broadcasters generally work for the government) Economic Bases of Program Production— Who pays for it?Commercial: advertisers spend $70 billion/ year on ads License fees: fee for technology such as tv/radio (this money is used programs with no ads) General tax revenue: supports most of the world’s broadcasting systems Related/ Similar to:Commercial—Permissive License fees—Paternalistic General tax revenue—AuthoritarianGeneral Tax RevenueLicense FeesAdvertisingOwnershipgovernment agencygovernment/ publicprivate corporationscorporationGoalsmobilization, socialuplift culture, education,profit (social control is acontrolpublic servicea side effect)Regulationstrong (authoritarian)moderate; encourageweak in terms of contentsocial responsibility,(but important toserve diverse groupssupport status quo)Programmingideology, culturalcultural, educational,“entertainment” (ideologientertainmentcal as a side effect)Media is supported in a variety of different ways (Pluralism) :• Tv used to be free, not a public service anymoreObjective: Must keep advertisers happy with the programming or else theywon’t pay 1950’s-1980’s: Tv funded 100% by advertising 2004: First time ever that we spend more than advertisers; Advertisers- $175.8 billion, US- $178.4 billion 2012: Gap widening because of cable, video games, internet; fees- $70 billion, Ads- $35