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UMass Amherst COMM 122 - Cable becoming Less Popular

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COMM 122 1st Edition Lecture 7Outline of Last LectureI. What is tv?II. Phil T Farnsworth vs SarnofIII. Development of Adding Lines to tvIV. After WWIIV. Live tvVI. ProgrammingVII.Network AfiliatesVIII.Where Do Programs Come From?IX. Issue of SyndicationOutline of Current LectureI. Cable becoming Less PopularII. Where Do Programs Come From?III. Comparisons and CriteriaIV. Given These ElementsV. Programming StrategiesVI. Idea of TheoryVII.Structure of ProgrammingCurrent LectureCable down 12.7% in January 2015Viacom channels down 23%• People now just streaming online— Netflix, HuluCable requires you to buy a bundle of channels (200-300 channels but only watch about 15)People want to just pay for the channels they want to watch (a la carte) — more people canceling their subscription and streaming online Can’t watch shows live on Netflix and Hulu Going for people that haven’t subscribed to cable— Sling— has ESPN and AMC AMC: every time the walking dead has a season premiere or finale they set a record of viewers— 9 million, two years later 17 million #1 show for viewers 18-49— has 17 of the top 20 for viewers Where do Programs come from?Networks go through 5,000-6,000 concepts/year Single out a few hundred to be developed Step deal: “treatment,” then full script If they like that they might commission someone to write a whole script— thousands get written but not produced (still make a lot of money getting written)About 100 made into pilots (sample showcased episode to see if people are interested (average: 1/2 hour= $2 million; 1 hour= $4 million)Of those pilot, only a small handful become part of schedule—most that do make it on the schedule are not renewed for a second year (3/4 not)— smallpercentage become successful Comparisons/Criteria:What do viewers like now—what’s popular? Current viewer preferences Resemblance to previous hits Cost Ability to deliver target audience (18-49)Reputation of writers/producers (track record) Appeal of stars— who is popular right now Program decisions are based on economic consideration Content and Quality seen as neutral and irrelevant Programs= “product” As the broadcast Netflix are coming out with diferent shows they are competing with an explosion of cable networksGiven these elements:Network/ station: Program: Advertiser: These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Advertised Product Audience Who sells what to whom? Networks/stations sell audiences to advertisers (we are the product— programming is used to draw people in)Programming strategies: -Programming strategiesStrip: runs daily Monday-Friday usually at the same time (most common in other day parts) Hammock: Strong show—weak—strong show (put weak show in between the the large show from the strong show then that will increase the viewers— audiences will stay for the next show) Tentpole: weak, strong, weak (people will tune in early to watch the popularone) Checkerboard: each program run once a week (most common in prime time)Stunting: throwing of the competition and putting on many specials (last minute changes) Block programming: several of the same type back to back (people will like to watch multiple in a row)Counter: networks will put something on that is intended to attract the opposites (very diferent from competition) Challenge: when you go directly head-to-head with the same program type (doesn’t happen as often) Repurposing: taking a network program and putting it on a diferent cable channel (running a program on diferent owned channel (NBC—USA, ABC—Lifetime)— local stations don’t like because they lose viewers Bridging: programs usually start on the half hour— however in bridging, it is stating after the hour or hour and a half then runs over (9:05-9:35)— not going to switch channels because you missed some and won’t know what’s going on Hot switching: seamless transition from one program into the next Amelia Earhart: a pilot you never hear from again Programming Flow (every program has a lead in and lead out 8:00—Grey’s Anatomy (leadof) (8, 9.6, 8.3)9:00—Scandal10:00—How to Get Away with Murder (lead out— following)Idea in theory— to use each program to try to hold onto the audience and build onto itCounter programming Lousy programs NBC has been dying on Thursday nights— during the days of Friends— NBCruled Thursday nightsFox- American Idol (9.7 million viewers) CBS- Big Bang Theory (17.1 million viewers) Moved the Black List to Thursday to compete against Scandal (10.1 top show at 10pm)—(counter program against Scandal—battle)—used a rerun as a lead in (5.1 million viewers) Audience was up 130%— #1 drama program— first time NBC has done thatsince 2009, drop of for Allegiance (4.9 million viewers) Both CBS and Fox lost viewers to NBC at 9-10 Fox (8:00) 9.7—3.6—no program million viewers CBS (8:00) 17.1—9.4—7.9 million viewers (won overall)Structure of Programs— Conventions• The way a program opens— repetitionAll these are invisible—Structural/visual: codes— visual language (closeups, pans, zooms, fades)— technological capabilities of television (editing or cutting—absorb this as weare watching) Conceptual/plot: formula elements (character types, stereotypes, styles of behavior, speech)— Don’t want to upset people (want to fit into what people expect) or they’ll stop watching Frames/packages: Openings, closing, breaks (punctuation, highly stylized, familiar)— tell you what type of program you’re going to see Every program has a title— want to make it sound vaguely like some other program—fresh but familiar) Timing: programs have to come in multiples of 30 or 60 minute blocks (filmsnot constrained)— movies edited to fit into that


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