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TELEVISION
What They Say About TV
“A vast wasteland.” Newton Minow
“In this country, television is used primarily as a narcotic to prepare people for the commercial.” Mark Frost
“[TV] trivializes everything. So there’s no more mystery, we’ve seen it all 50,000 times. And in order to make the boring interesting, everything is hyped.” David Chase
Before Television…
Radio begat TV Telegraph
Wireless Telegraph
Before Television…
1st Radio Broadcast
Before Television…
1920 –
1922 –
1923 –
Before Television…
1934 – Federal Communications Act Federal Communication Commission (FCC)
Before Television…
1935-50
1950s
Television
“The medium is the message” Marshall
McLuhan
Television
A medium where viewers make sense of it all
Performers in scale…
Television
Mix of 4 mediums:
A medium of personalities
History of Television
“Television”
Radio, TV share:
History of Television
1920s
History of Television
1927 – Philo T. Farnsworth
History of Television
1928
1932
1936
History of Television
History of Television
VHF
UHF
History of Television
1941 –
First sets:
History of Television
1946
1947 TV Sets
History of Television
1948
In most homes since mid 1950s
History of Television
1950s “Television Generation”
Advertising Revenue
Golden Ages
“Golden Age” I
“Golden Age” II
Affected all media
Color and Cable
1960s – color introduced
TV Statistics
On average:
1/3 of viewers zap
Television Ratings
Arbitron
Nielsen Media Research
Impact of Television TV has immediate emotional
impact on audience
Edutainment
McCarthyism
Kennedy Nixon Debate
1960 Presidential debates
Tobacco Advertising
1972
War Coverage
News coverage
War Coverage
1991
2003
News Programs
Gatekeeper
CNN
Typical newscast
Visual Design of News
What affects perception? “Live”, amateur footage
“If it bleeds, it leads.” Themes:
Fictional Programs
Programs moved from radio to TV
Fictional Programs
Fictional programs have:
Same experience as movies
Music Videos
Bridges sight and sound
Surrealism
Commercials
Primary function = generate response
Length
Commercials
Immediate involvement Microdrama
Elements for analysis:
But What?
We feel TV should be something more - something better no one is sure what, though
Next Time…
Advertising, Marketing and Public Relations: A Practical Experiment Chapter 6
