| When were the forms of media created?
| |
| | personally hand-selecting the winners and
|
| When did advertising first show up? Who
| |
| | losers on the show.2.It was becoming
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| owns the media?Creation of the various
| |
| | financially difficult for just one
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| forms of media*Newspapers & Magazines ~
| |
| | advertiser to support an entire
|
| 1880*Movies ~ 1910*Television ~
| |
| | show.Around this same time came the
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| 1945*Cable Television ~ 1980's*Satellite
| |
| | inception of ratings to measure a show's
|
| Television, Internet, Digital
| |
| | popularity. Ratings, quite simply,
|
| Communication ~ End of the 20th centuryIn
| |
| | measure the number of people watching a
|
| 1920, radio was first developed,
| |
| | show. To understand why ratings are so
|
| primarily for use by the military,
| |
| | important, it's crucial to understand how
|
| strictly for sendingHistory of the Media
| |
| | the television industry works, through
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| - Old Radios messages from one location
| |
| | three questions, and their respective
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| to another. David Sternoff, the
| |
| | answers:1.Who owns television? [The
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| then-president of RCA, first had the idea
| |
| | networks]2.What is sold on television?
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| to sell radio sets to consumers, or what
| |
| | [Viewer's time, not television
|
| were then called radio receivers.
| |
| | shows]3.Who are the customers of
|
| However, consumers needed a reason to buy
| |
| | television? [Advertisers, not
|
| radios, so RCA was the first to set up
| |
| | viewers]This might be a counterintuitive
|
| radio stations all over the country.
| |
| | concept for some. The networks, which own
|
| Between 1920 and 1922, 400 radio stations
| |
| | television, areHistory of the Media - Old
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| were set up, starting with KBKA in
| |
| | Television the buyers of shows, not the
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| Pittsburgh. Stations were also set up by
| |
| | sellers. On the other hand, they sell our
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| universities, newspapers, police
| |
| | eyeballs, so to speak, to advertisers.
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| departments, hotels, and labor unions.*By
| |
| | Networks want the maximum possible profit
|
| 1923, there were 600 radio stations
| |
| | from buying and selling time, both
|
| across the United States, and $83 million
| |
| | viewers' time, and advertisers' time.The
|
| worth of sets had been sold.The biggest
| |
| | primary measure of television ratings,
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| difference in radio before and after 1923
| |
| | which determine the price of that time
|
| was that the first advertising was not
| |
| | being bought and sold, is AC Nielsen, an
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| heard on the radio until 1923. RCA at the
| |
| | independent company which provides
|
| time was made up of four
| |
| | information as to who watches what on
|
| companies:*AT&T*General Electric*United
| |
| | television. Currently, about 4,000
|
| Fruit*WestinghouseUnited Fruit was one of
| |
| | households are used to represent the
|
| the first global corporations, and one of
| |
| | national viewing of television. In the
|
| the first to advertise on the radio. The
| |
| | 1980's, only 1,200 households were used.
|
| AT&T division of RCA first thought about
| |
| | Some households have an electronic device
|
| selling time on the air to companies,
| |
| | installed on their television which
|
| which marked the start of "toll
| |
| | tracks what they watch, while others keep
|
| broadcasting." WEAF was the first station
| |
| | a diary of viewing habits.There are two
|
| to operate this way, causing widespread
| |
| | measures for determining a show's
|
| outrage, and accusation of "polluting the
| |
| | audience. One is the rating, and the
|
| airwaves."Because of this controversy,
| |
| | other is the share.*Rating: Percentage of
|
| the practice of selling advertising time
| |
| | total homes with televisions tuned into a
|
| was called "trade name publicity."
| |
| | particular show.*Share: Percentage of
|
| Sponsors linked their name with a program
| |
| | those watching television at a particular
|
| on the air, rather than advertising a
| |
| | time who are tuned into a particular
|
| specific product in a 30 second
| |
| | show.The share is always greater than the
|
| "commercial" as we know it today.Why did
| |
| | rating. Ratings are more important for
|
| AT&T decide to experiment with charging
| |
| | advertisers, and share is more important
|
| companies for air time?AT&T was not
| |
| | to the networks.Example:*Total households
|
| making any money from broadcasting at the
| |
| | with televisions: 150 million*Total
|
| time since they only made transmitters,
| |
| | households watching television at 8pm on
|
| not receivers. They only made money when
| |
| | Monday nights: 90 million*Total
|
| new radio stations bought the equipment
| |
| | households watching American Idol at 8pm
|
| required to broadcast. They did not make
| |
| | on Monday nights: 45 million*Therefore:
|
| money from consumers buying radios.AT&T
| |
| | Rating: 30, Share: 50It's important to
|
| also started the practice of paying
| |
| | note how many factors can skew the
|
| performers for their time on the air,
| |
| | results. Shows cost producers much more
|
| rather than only volunteers, which was
| |
| | than the networks typically pay them for
|
| standard practice for radio content up
| |
| | those shows. The way for producers to
|
| until that point.The first radio
| |
| | make money is by getting the networks to
|
| networkIn 1926, RCA set up the first
| |
| | renew the show, in order to have a shot
|
| radio network, NBC. They decided it was
| |
| | at making money from syndication on other
|
| more effective and efficient to produce
| |
| | channels, also knows as reruns. That is
|
| shows in New York City, and then link the
| |
| | the case when individual stations (say
|
| main radio station with stations all
| |
| | for example, the Miami affiliate of ABC
|
| across the country, connected by AT&T
| |
| | wants to carry Seinfeld), buy the rights
|
| (another RCA company) phone lines. (Now
| |
| | to a show from the producers of that
|
| television networks are linked by
| |
| | show. Shows that last only one season,
|
| satellite to their affiliates).This was
| |
| | for the most part, lose millions of
|
| the beginning of the network affiliates
| |
| | dollars. One of the most important
|
| system. The ideal network makes sure
| |
| | factors in whether shows will be renewed
|
| everyone in the country is capable of
| |
| | or not is their rating.This brings us to
|
| listening to their signal. NBC at the
| |
| | how ratings can be skewed. For example,
|
| time had two philosophies:*Radio content
| |
| | if a show has a 20 share, and it needs a
|
| was a "public service," whose function
| |
| | 25 share to be renewed for another
|
| was to sell radios.*Radio content was
| |
| | season, what might the producers do? In
|
| designed to generate income from
| |
| | principle, they need to convince another
|
| advertising.History of the Media In 1927,
| |
| | 5% of the people watching television when
|
| the second network was formed. It was
| |
| | their show is on to watch their show;
|
| CBS, started by William Paley. Paley was
| |
| | this is no simple task, as that involves
|
| the first to think that networks could
| |
| | convincing millions of people. However,
|
| make money strictly from advertising, not
| |
| | since the ratings are based on those
|
| even getting involved in the sales of
| |
| | 4,000 Nielsen households, that means that
|
| radios. Like AT&T, CBS did not make
| |
| | they could convince just 200 Nielsen
|
| radios. From the start, they made their
| |
| | households to watch their show, which
|
| money from selling advertising.The rising
| |
| | would increase the share from 20 to 25.
|
| of radio networks caused the Radio Act of
| |
| | This is why Nielsen households must be
|
| 1927 to be passed, which established the
| |
| | kept totally secret from the networks.
|
| FRC, or what is now known as the FCC, to
| |
| | When the Nielsen households have leaked
|
| allocate broadcast licenses. The need for
| |
| | to the networks, one way which they got
|
| such an organization was brought on by
| |
| | people to watch their show was by
|
| the fact that airwaves are limited
| |
| | offering viewers a small sum of money for
|
| resources, and broadcasting itself is a
| |
| | filling out a survey about a commercial
|
| scarce public resource. By the 1930's,
| |
| | which they were told would play only
|
| the structure of radio have been set by
| |
| | during a particular show. Since they had
|
| the commercial format, although
| |
| | to watch that channel while their show
|
| advertising never dominated radio like it
| |
| | was on, this would boost the share.Once
|
| would television later on.In the 1920's
| |
| | ratings are determined, advertising
|
| and '30's, radio programs were divided
| |
| | prices are set by two factors:* The
|
| into two groups. Sponsored shows, which
| |
| | size of the audience.* The
|
| had advertisers, and unsponsored shows,
| |
| | demographics (income, age, gender,
|
| which did not. The radio station paid for
| |
| | occupation, etc) of the audience.In
|
| the unsponsored shows. The sponsored
| |
| | short, the job of television programs is
|
| shows, on the other hand, were created
| |
| | to collect our time as a product, which
|
| entirely by the company sponsoring the
| |
| | they then sell to advertisers. Programs
|
| show; advertisers were totally in charge
| |
| | have to support the advertising,
|
| of the radio station's content. The
| |
| | delivering viewers in the best possible
|
| content became advertising. Radio set the
| |
| | state of mind for buying when the time
|
| precedent for television, in that the
| |
| | for the commercials comes, which brings
|
| same companies that controlled radio
| |
| | us to the Golden Age of Television.The
|
| early on went on to control
| |
| | 1950's are considered the "Golden Age of
|
| television.Soon thereafter, television
| |
| | Television." During this time, something
|
| inherited the structure of radio. In the
| |
| | called the "Anthology Series," where
|
| '40's, during the rise of television, RCA
| |
| | different actors each week took part in a
|
| also held a monopoly on all television
| |
| | show gained History of the Media - I Love
|
| sets sold. By 1945-1955, advertising had
| |
| | Lucypopularity across the board...that
|
| taken over all of television. Television
| |
| | is, with everyone except for advertisers.
|
| was organized around the premise of
| |
| | The anthology series format was not right
|
| selling things. The entire television
| |
| | for advertisers, as it covered topics
|
| industry was creating a political
| |
| | which involved psychological
|
| atmosphere of suspicion and fear. Senator
| |
| | confrontations which did not leave the
|
| Joseph McCarthy, the founder of
| |
| | viewers in the proper state of mind for
|
| McCarthyism, which was based on the fear
| |
| | buying the products shown to them between
|
| of Communism, and the HUAC (House
| |
| | program segments. The subject matter of
|
| Un-American Activities Committee, began
| |
| | the anthology series was of the type that
|
| to question people involved in television
| |
| | undermined the ads, almost making them
|
| about their beliefs and associations.What
| |
| | seem fraudulent.This brought up the
|
| affected television in its early
| |
| | question of what to network executives
|
| stages?*Politics (McCarthyism /
| |
| | actually want shows to do? The answer is
|
| HUAC).*Blacklists: From almost the
| |
| | not to watch a program that makes them
|
| inception of television, many writers,
| |
| | feel good, makes them laugh, or excites
|
| directors, and actors were considered to
| |
| | them, but rather to watch the television
|
| be pro-Communist and/or
| |
| | for a set amount of time. With so many
|
| un-American.Certain topics were totally
| |
| | new shows being proposed, standards began
|
| off-limits at the time for television,
| |
| | to be intentionally, or unintentionally,
|
| particularly issues of race relations in
| |
| | laid out for what shows could and
|
| the 1960's. Overall, networks were not
| |
| | couldn't do. Risks could only be taken at
|
| happy with the political situation for
| |
| | the beginning and/or end of shows. Laugh
|
| television in the 1960's, both in terms
| |
| | tracks were conceived to tell the
|
| of the blacklists, and of the fact that
| |
| | audience when to laugh. Programs began
|
| when every show had one sponsor, that
| |
| | being tested with audiences prior to
|
| sponsor controlled the entire program.
| |
| | being put on television and/or radio.
|
| Networks preferred to control the
| |
| | Show writers now had to write shows that
|
| program, by way of moving to multiple
| |
| | would test well.Naturally, this caused
|
| sponsors/advertisers, where networks
| |
| | many of the same elements and themes to
|
| would retain control of the show, and
| |
| | appear in all shows. This was the
|
| advertisers would buy time in between the
| |
| | beginning of recombinant television
|
| programming.In the 1950's, networks
| |
| | culture, where the same elements are
|
| decided to eliminate the practice of
| |
| | endlessly repeated, recombined, and
|
| sponsors controlling the shows with a
| |
| | mixed.This same culture is what
|
| move to spot selling, or advertisements
| |
| | perpetuated the idea that people watch
|
| between programs, as we know it today.
| |
| | television, not specific shows. While
|
| What caused the move to spot
| |
| | people certainly choose to watch certain
|
| selling?1.Discovery of fraud in the quiz
| |
| | shows instead of others, people less
|
| shows on television. Quiz shows were
| |
| | commonly choose to watch television
|
| extremely popular at the time, and were
| |
| | instead of other things. People watch
|
| liked by the networks, the sponsors, and
| |
| | television. Regardless of what was on,
|
| the viewers alike. It turned out,
| |
| | television viewing rates were extremely
|
| however, that quiz shows were largely
| |
| | stable.David Pakman is editor
|
| fixed. Charles Van Doren on "21" became a
| |
| | adminstrator of politics and media
|
| huge star due to his repeated wins, until
| |
| | website Hear the Issues ( a website
|
| it came out that the whole thing had been
| |
| | frequented and praised by many mainstream
|
| fixed. In the case of "The $64,000
| |
| | journalist and pundits.
|
| Question," the owner of Revlon was
| |
| |
|
