MM 201 Foundations of Mass Media1 Television Chapter 6.

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Presentation transcript:

MM 201 Foundations of Mass Media1 Television Chapter 6

MM 201 Foundations of Mass Media2 Impact of Television 4 98% of American households have at least one TV set. 4 On average, a TV set is on seven hours per day in those households. 4 Television is the prime example of how mass media bind our society together in common experience.

MM 201 Foundations of Mass Media3 What has TV done to the other media? 4 Newspapers: steady decline … loss of national advertisers 4 Magazines: demassification 4 Movies: producers plan for the TV aftermarket distribution 4 Books: authors, agents and publishers plan for film and TV rights

MM 201 Foundations of Mass Media4 Television technology 4 Vladimir Zworkin: Russian immigrant in 1920’s, worked for Westinghouse and developed the iconoscope and kinescope tubes 4 In 1930’s Zworkin’s team developed the present day kind of TV system (RCA) New York Worlds Fair - demo

MM 201 Foundations of Mass Media5 Television technology 4 Movies: 24 frames per second 4 TV: 30 frames per second (2 fields per frame) 4 c commercial TV stations in U.S. 4 c commercial AM radio stations 4 c commercial FM radio stations 4 c local cable TV systems

MM 201 Foundations of Mass Media6 TV networks / affiliates 4 Local station gets 6 to 8 minutes per hour of network programmming time for local ads. 4 In addition, the network pays the affiliate 30% of its local ad rate for network-sold ads during network programming. 4 In addition, the affiliate can sell national ads on their own in “adjacencies” as well as in local programming.

MM 201 Foundations of Mass Media7 Other facts: 4 6 out of 10 U.S. households subscribe to cable TV 4 This represents c. 180 million viewers in 20,000 communities.