Mass Media Exam 3 Outline of Textbook Chapters 8 9 and 10 Chapter 8 Television Cable and Mobile Video Introduction The first television series produced specifically for smartphones debuted in 2007 and was shown on both smartphones and on the Internet It was called Afterworld and there were 130 episodes each just over 2 minutes in length The show s producer Stan Rogow denied SciFi s request to have it as a regular television show because Rogow believed that television was going in the direction of multiple platforms Today 180 million people a month watch TV on line averaging 200 videos per person Much of these are short video clips but more than 8 are premium video or real full length TV shows Nonlinear TV watching TV on our own schedules not on some cable or broadcast programmer s schedule The remarkable reach of TV in all of its forms accounts for its attractiveness as an advertising medium A Short History of Television preach and more TV has changed the way teachers teach governments govern religious leaders The Internet with its networking abilities may eventually overtake TV as a medium of mass communication but TV defines even its future Mechanical and Electronic Scanning 1884 Paul Nipkow a Russian scientist living in Berlin developed the first workable device for generating electrical signals suitable for the transmission of a scene that people could see His Nipkow disc consisted of a rotating scanning disc spinning in front of a photoelectric cell o It produced 4 000 pixels per second producing a picture composed of 18 parallel lines Although his mechanical system proved too limiting Nipkow demonstrated the possibility of using a scanning system to divide a scene into an orderly pattern of transmittable picture elements that could be recomposed as a visual image 1925 British inventor John Logie Baird transmitted images using a mechanical disc o 1928 Baird successfully sent a TV picture from London England to Hartsdale NY Where electronic scanning came from is debated by historians It either came from another Russian Vladimir Zworykin or from a U S farm boy Philo Farnsworth Vladimir Zworykin of Pittsburgh demonstrated his iconoscope tube in 1923 Iconoscope tube the first practical television camera tube 1929 David Sarnoff lured Zworykin to RCA to head the electronics research lab It was here that Zworykin developed the Kinescope an improved picture tube At the same time that all of the above was happening Philo Farnsworth was planning on perfecting the electronic television system the design for which he had shown his high school science teacher when he was just 15 years old 1927 At age 20 Farnsworth made his 1st public demonstration The Boy Wonder Farnsworth and Zworykin s RCA spent the next decade fighting for the same patent in court 1939 RCA surrendered agreeing to pay royalties to Farnsworth for the use 1939 RCA made their first true public demonstration of TV at the World s of his patents Fair in New York The 2 hour NBC broadcasts consisted of cooking demonstrations singers jugglers comedians puppets and pretty much everything else that worked in the studio People could buy TV sets at RCA Pavilion at prices ranging from 200 for a 5 inch TV to 600 for a deluxe 12 inch TV The FCC granted construction permits to the first 2 commercial stations in 1941 but WWII intervened As was the case with the radio during WWI technical development and improvement of the new medium continued The 1950 s Interference and assigning channels FCC s Television Freeze 1948 1952 Color TV standards were introduced in 1954 Educational television was guaranteed By 1959 there were 559 stations and nearly 90 of all U S households had In 1952 108 stations were broadcasting to 17 million television homes televisions In the 1950 s there were more televisions sold in the U S 70 million than there were children born 40 5 million The content and character of TV was set in the 1950 s as well Carried over from radio networks TV genres included variety shows situation comedies dramas soap operas and quiz shows 2 new formats appeared Feature films and Talk shows Talk shows were instrumental in introducing radio personalities to the TV audience which could see its favorites for the first time TV news and documentary remade broadcast journalism as a powerful force in its own right led by CBS s Edward R Murrow and NBC s David Brinkley and Chef Huntley o Huntley and Brinkley s 1956 coverage of the major political conventions gave audiences an early glimpse of the power of TV to cover news and history in the making AT T completed its national coaxial cable and microwave relay network for the distribution of TV programming in the summer of 1951 The entire U S was now within the reach of the major TV networks and they came to dominate the medium 4 other big events from the 1950 s would permanently shape how TV operated 1 The quiz show scandal 2 The appearance of I Love Lucy 3 McCarthyism 4 The establishment of the ratings system The quiz show scandal and changes in sponsorship Throughout the 1950 s the networks served primarily as time brokers offering air time and distribution their affiliates and accepting payment for access to both Except for their own news and sports coverage networks relied on OUTSIDE AGENCIES to provide programs o Example An advertising agency would hire a production company to produce a program for its client that client would then be the show s sponsor Ex The Kraft Television Theatre and Westinghouse Studio One The quiz show scandal 1959 involved independently produced single advertiser sponsored programs When it was discovered that popular shows like The 64 000 Question had been fixed by advertisers and producers to ensure desired outcomes the networks were determined to take control of their schedules o They themselves began commissioning or buying the entertainment fare that filled their broadcast days and nights Now instead of selling blocks of time to add agencies and sponsors the networks paid for the content they aired through spot commercial sales Selling individual 60 second spots on a given program to a wide variety of advertisers Content of TV was altered due to the change to spot commercials Some argue this transition to spot sales put an end to the golden age of When sponsors agreed to attach their names to programs they demanded television higher quality programming SPOT SALES decreased the demand for quality because individual sponsors were not identified so they had no
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