Cathode Ray Tube – In the late 1800’s Cathode Ray Tube – In the late 1800’s the cathode ray tube—forerunner of the cathode ray tube—forerunner of the television picture tube---is the television picture tube---is invented.invented.

First television transmission – In 1927, First television transmission – In 1927, 21 year old Philo Farnsworth transmits 21 year old Philo Farnsworth transmits the first television picture the first television picture electronically—the image of a dollar electronically—the image of a dollar sign.sign.

First Public Television Demo – In First Public Television Demo – In 1935, Farnsworth conducts the first 1935, Farnsworth conducts the first public demonstration of television in public demonstration of television in Philadelphia.Philadelphia.

Television Technical Standards Are Television Technical Standards Are Set – The FCC in 1941 adopts the Set – The FCC in 1941 adopts the analog television standard that would analog television standard that would endure for more than 60 years.endure for more than 60 years.

The BeginningThe Beginning

Television came out around Television came out around 19391939

No single personNo single person is credited is credited for inventing itfor inventing it

Began as black and whiteBegan as black and white Used Used radio programmingradio programming

Great Invention or Great Invention or Wasteland?Wasteland?

Average TV set is ON 7hrs and 32 Average TV set is ON 7hrs and 32 min per daymin per day

Average person spends Average person spends 4hrs per 4hrs per dayday watching TV watching TV

By 20 years old, the average By 20 years old, the average American has seen 800,000 American has seen 800,000 commercialscommercials

We spend 900 hrs a year in school, We spend 900 hrs a year in school, and 1200-1800 hrs watching TVand 1200-1800 hrs watching TV

How television worksHow television works Broadcast TV (local stations)Broadcast TV (local stations) VHF VHF (Very High Frequency) channels 2-(Very High Frequency) channels 2-

1313 UHF UHF (Ultra High Frequency)(Ultra High Frequency)

channels 14-channels 14-8383

Stations are privately owned Stations are privately owned businessesbusinesses

However, the However, the CHANNELS belong to the CHANNELS belong to the peoplepeople

NetworksNetworks

Stations are Stations are AFFILIATEDAFFILIATED with with (not owned by) one of four (not owned by) one of four major networks- CBS, NBC, major networks- CBS, NBC, FOX, ABCFOX, ABC

Money comes from Money comes from advertisingadvertising

PUBLIC ACCESS STATIONPUBLIC ACCESS STATION

PBS is a PBS is a non-profit stationnon-profit station that carries generally that carries generally educational programseducational programs

PBS runs on PBS runs on government government grantsgrants and $ from and $ from sponsorssponsors

Example- Example- channel 13channel 13

CableCable Cable began in the Cable began in the late 1940’slate 1940’s NOT like today’s cable!!!NOT like today’s cable!!! It was a It was a solutionsolution to the problem of to the problem of

weak receptionweak reception More channelsMore channels FCC required cable to have a FCC required cable to have a

Public Access Channel where the Public Access Channel where the people could express their viewspeople could express their views

Television Freeze - To sort out Television Freeze - To sort out standards and channel assignment standards and channel assignment issues, the FCC in 1948 declares a issues, the FCC in 1948 declares a freeze on new television licenses until freeze on new television licenses until 1952.1952.

Audience Ratings – In 1950, the A.C. Audience Ratings – In 1950, the A.C. Nielsen Market Research Company Nielsen Market Research Company begins tracking prime-time viewing begins tracking prime-time viewing audiences.audiences.

I Love Lucy – I Love Lucy – In 1951,In 1951, I Love Lucy I Love Lucy becomes the first television program becomes the first television program filmed in front of a live Hollywood filmed in front of a live Hollywood audience.audience.

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TodayToday and and Tonight Tonight Shows – Between 1952 Shows – Between 1952 and 1954, NBC introduces the and 1954, NBC introduces the TodayToday and and Tonight Tonight shows, helping to wrest control of shows, helping to wrest control of programming away from advertisers, who programming away from advertisers, who are unwilling to underwrite such long and are unwilling to underwrite such long and expensive programs.expensive programs.

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Racism and TV – From 1951 to 1953, Racism and TV – From 1951 to 1953, CBS airs a TV version of radio’s popular CBS airs a TV version of radio’s popular sitcom Amos ‘n’ Andy, featuring TV’s sitcom Amos ‘n’ Andy, featuring TV’s first all-black cast. The program is first all-black cast. The program is withdrawn from rerun syndication in withdrawn from rerun syndication in the mid-1960’s after long-running the mid-1960’s after long-running protests from the NAACP and other civil protests from the NAACP and other civil rights groups that charge the program rights groups that charge the program with fostering black stereotypes.with fostering black stereotypes.

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Color TV Standard – In 1954, after a long Color TV Standard – In 1954, after a long battle with CBS, RCA’s color system is battle with CBS, RCA’s color system is approved by the FCC as the industry approved by the FCC as the industry standard.standard.

Quiz Show Scandal – In 1958-59, Quiz Show Scandal – In 1958-59, investigations into rigged quiz shows force investigations into rigged quiz shows force networks to cancel 20 programs; during the networks to cancel 20 programs; during the 1955-56 TV season, the 1955-56 TV season, the $64,000 Question$64,000 Question had been rated the nation’s No. 1 show.had been rated the nation’s No. 1 show.

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PBS – in 1967, Congress creates PBS – in 1967, Congress creates the Corporation for Public the Corporation for Public Broadcasting, which establishes Broadcasting, which establishes the Public Broadcasting Service the Public Broadcasting Service and begins funding nonprofit radio and begins funding nonprofit radio and public TV stations.and public TV stations.

60 Minutes60 Minutes – In 1968, CBS premieres – In 1968, CBS premieres 60 Minutes60 Minutes, establishing the standard , establishing the standard for TV newsmagazines.for TV newsmagazines.

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Consumer VCRs – In 1975-76, Beta Consumer VCRs – In 1975-76, Beta and VHS video-cassette recorders and VHS video-cassette recorders begin selling to consumers; by the begin selling to consumers; by the early 1980s, VHS, which holds early 1980s, VHS, which holds more recording time, emerges as more recording time, emerges as consumer standard.consumer standard.

All in the FamilyAll in the Family – Between 1971 and 1976, – Between 1971 and 1976, All in the FamilyAll in the Family is rated the nation’s No. 1 is rated the nation’s No. 1 program; the sitcom confronts issues program; the sitcom confronts issues ranging from racism to the Vietnam War.ranging from racism to the Vietnam War.

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Cable Takes Off – In 1976, Ted Cable Takes Off – In 1976, Ted Turner beams a signal from WTBS, Turner beams a signal from WTBS, his Atlanta broadcast station, to a his Atlanta broadcast station, to a satellite where cable systems and satellite where cable systems and TV stations around the country can TV stations around the country can access it.access it.

RootsRoots – In 1977, the eight-part – In 1977, the eight-part RootsRoots miniseries, based on writer miniseries, based on writer Alex Haley’s search for his African Alex Haley’s search for his African heritage, airs and becomes the heritage, airs and becomes the most-watched miniseries in TV most-watched miniseries in TV history.history.

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M*A*S*HM*A*S*H – In 1983, the – In 1983, the M*A*S*HM*A*S*H season finale becomes the season finale becomes the highest rated program in modern TV history.highest rated program in modern TV history.

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DynastyDynasty was an American primetime television was an American primetime television soap operasoap opera that aired on that aired on ABCABC. . DynastyDynasty epitomized the style and content of American epitomized the style and content of American primetime soap operas in the 1980s, programs in primetime soap operas in the 1980s, programs in which the characters either had money and power which the characters either had money and power and wanted more, or didn't have either but wanted and wanted more, or didn't have either but wanted both badly.both badly.

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Cosby ShowCosby Show – Between 1985 and – Between 1985 and 1989, NBC’s 1989, NBC’s Cosby ShowCosby Show, originally , originally rejected by CBS and ABC, is rated the rejected by CBS and ABC, is rated the nation’s No. 1 Program.nation’s No. 1 Program.

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Fox and Fox and The SimpsonsThe Simpsons – In 1987, the – In 1987, the Australian media giant News Corp. launches Australian media giant News Corp. launches the Fox network, the first new network the Fox network, the first new network launch in more than 35 years. A year later, launch in more than 35 years. A year later, Fox premieres Fox premieres The SimpsonsThe Simpsons, the longest-, the longest-running primetime cartoon in history.running primetime cartoon in history.

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The X-FilesThe X-Files – In 1993, – In 1993, The X-FilesThe X-Files premieres and finally makes Fox premieres and finally makes Fox competitive with ABC, CBS, and NBC.competitive with ABC, CBS, and NBC.

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UPN and the WB – Following the UPN and the WB – Following the Fox formula, in 1995 the United Fox formula, in 1995 the United Paramount Network and the Paramount Network and the Warner Brothers network begin Warner Brothers network begin broadcasting programs two nights broadcasting programs two nights a week.a week.

Ownership Consolidation and the Ownership Consolidation and the Telecommunications Act - In 1995, Telecommunications Act - In 1995, Disney buys ABC for $19 billion; in Disney buys ABC for $19 billion; in 1999, Viacom, which already owns 1999, Viacom, which already owns UPN, acquires CBS for $37 billion. UPN, acquires CBS for $37 billion. The 1996 Telecommunications Act The 1996 Telecommunications Act had abolished most TV ownership had abolished most TV ownership restrictions, paving the way for restrictions, paving the way for Viacom to own two networks.Viacom to own two networks.

Return of the Quiz Show – ABC’s Return of the Quiz Show – ABC’s WhoWho Wants to Be a MillionaireWants to Be a Millionaire is rated the is rated the nation’s No. 1 show for the 1999-2000 nation’s No. 1 show for the 1999-2000 TV season, restoring the popular—and TV season, restoring the popular—and less expensive---game show genre to less expensive---game show genre to prime-time TV for the first time since prime-time TV for the first time since the quiz show scandals.the quiz show scandals.

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TV Advertising - In 2000, led by Proctor TV Advertising - In 2000, led by Proctor and Gamble and General Motors, national and Gamble and General Motors, national advertisers spend $30 billion a year advertisers spend $30 billion a year purchasing TV commercials.purchasing TV commercials.

Digital TV Standard – In 2002, the FCC Digital TV Standard – In 2002, the FCC rules to end a TV set’s ability to receive rules to end a TV set’s ability to receive broadcast signals through the airwaves broadcast signals through the airwaves with an antenna by 2007, setting up the with an antenna by 2007, setting up the final chapter in the conversion of the TV final chapter in the conversion of the TV technical standard from analog to digital.technical standard from analog to digital.

Television RatingsTelevision Ratings

Nielson Ratings-Nielson Ratings- determine determine how many people watch a how many people watch a showshow

Decides a program’s futureDecides a program’s future Installs “Installs “People MetersPeople Meters” in ” in

4000 carefully chosen 4000 carefully chosen householdshouseholds

Television RatingsTelevision Ratings

““People Meter” is a small device People Meter” is a small device that sits on top of the TV.that sits on top of the TV.

Each member of the household Each member of the household programs age/sex etc.programs age/sex etc.

Each member of the household Each member of the household presses a button so that the presses a button so that the device can record WHO is device can record WHO is viewing WHATviewing WHAT

Television RatingsTelevision Ratings

These people receive small These people receive small gifts for their participationgifts for their participation

Changed every 24 monthsChanged every 24 months

What’s On???What’s On??? SitcomsSitcoms Soap operasSoap operas DramaDrama MoviesMovies DocumentariesDocumentaries CartoonsCartoons FitnessFitness How-to’sHow-to’s

Home ShoppingHome Shopping SportsSports NewsNews Reality ShowsReality Shows Game ShowsGame Shows Educational Educational

ProgrammingProgramming Talk ShowsTalk Shows ETC…ETC…

Impact of the VCRImpact of the VCR Introduced in 1976Introduced in 1976 Advantages: Advantages:

-watch and tape simultaneously,-watch and tape simultaneously,

-no need to be home to watch something-no need to be home to watch something

-movies/shows “live” longer-movies/shows “live” longer

-documentation: family, news events, etc.-documentation: family, news events, etc.

-instructional videos- how to’s help the -instructional videos- how to’s help the illiterate illiterate

DisadvantagesDisadvantages

Threatens the communication Threatens the communication industry- gives people control industry- gives people control (not watch commercials!)(not watch commercials!)

Remote controlRemote control FlippersFlippers-1/3 0f all TV watchers-1/3 0f all TV watchers

-change channels and never-change channels and never

watch from beginning towatch from beginning to

end.end. ZappersZappers- (9%) “ZAP” out - (9%) “ZAP” out

advertisements advertisements ZippersZippers- (20%)Avoid commercials by - (20%)Avoid commercials by

fast forwarding through them on the fast forwarding through them on the VCRVCR

DVD’s and DVR’sDVD’s and DVR’s DVD’s make it even easier to DVD’s make it even easier to

immediately fast forward through immediately fast forward through something you don’t want to watch something you don’t want to watch (chapter to chapter)(chapter to chapter)

DVR’s Digital Video Recorders DVR’s Digital Video Recorders make it possible to program the make it possible to program the recording of several shows at once recording of several shows at once

Impact on advertising????Impact on advertising????