1. Introduction to Mass Media
TV: Changing Channels 2

2. TV: what do you watch
Program or advertisement?

3. TV Delivers an Audience to Advertisers
“The most common misconception most people have about television concerns its product. To the viewer, the product is the programming. To the television executive, the product is the audience. ”
-----TV commentator Jeff Greenfield

4. History of TV “visual wireless”, “visual radio”, “electric vision”
“Television”: programs delivered by antennas through over-the-air signals. First appear in Scientific American
Morse telegraph (1835) and Bell’s telephone (1876) contributed to the invention of TV

5. History of TV
1884, Paul Nipkow invented Nipkow disk to transfer pictures, “electric telescope”

6. History of TV Gugliemo Marconi put sound on airwaves (1899)
De Forest invented Audion tube, amplified radio wave so people can hear it (1907)

7. History of TV
Vladimir Zwurykin from Westinghouse developed an electronic system to transfer visual image.
Farnsworth invented cathode ray tube, patented in 1930.

8. History of TV 1939, First TV commercial about World’s Fair in NYC
David Sarnoff (RCA) displayed first TV sets 5- inch and 9-inch ($ and $600)
1939 TV sets
David Sarnoff’s talk at the launch of TV sets

9. Network
Network: A network is a collection of radio or television stations that offers programs, usually simultaneously, throughout the country, during designated program times.
NBC by David Sarnoff
CBS by William Paley
ABC (grew out of NBC’s old Blue network)

10. Television outpaces radio
TV news add pictures
Most TV entertainment programming was derived from radio except talk show, which appeared first on TV and then moved to radio
The situation comedy proved to be one of TV’s most durable types of programming.

11. TV programs Variety shows: America's Got Talent
Situation comedies: Friends
Drama: Prison Break
Detective Stories: CSI
Movies
Soap Operas: General Hospital
Talk Shows: Late Show with David Letterman
Quiz Shows: Are you smarter than 5-th grade?

12. TV at work Sales Programming (news and entertainment) Production
Engineering
Traffic: integrate ads with program, all ads on air
Promotion: for the station
Public affairs: organize public events
Administration

13. Some Terms of TV Prime time: TV time period 7-11pm
Rating: the percentage of the total number of households with TV sets tuned to a particular program.
Share: The percentage of the audience with TV sets turned on that is watching a particular program

14. TV platform Free satellite (Free to Air, FTA TV, dominant)
Pay satellite
Cable
Terrestrial
IP TV

15. Major Broadcasting Groups in the region

16. Some Facts Pan-Arab Audience Population: 250 million
Pan-Arab Satellite TV channels: over 600
The MBC Group is the dominant broadcasting group, accounts for over 40% of viewing share and 50% of advertising.
Why?

17. Why MBC? Range of channels, languages and genres
24-hour news channel, Al Arabiya,
Drama and entertainment channels in Arabic, English and Persia
Anchor channel MBC1: general family entertainment.

18. Pan-Arab Channel Viewing Share (FTA satellite)

19. FTA market suffers from low advertising revenue
60% lower than western Europe.
Audience is fragmented across 600 channels
Lack of accurate and widely accepted audience measurement systems to provide audience data.
Pan-Arab FTA TV doesn’t offer targeted advertising by country, lower rate ad

20. Pan-Arab advertising spend by category of advertisers

21. Pay-TV
Free satellite and terrestrial are adopted by 95% TV households.
5% for pay-TV, one of the smallest

22. Major Pay-TV Operators
Arab Radio and Television Network
premium sports and Arabic content
Orbit-Showtime Network (merged in 2009)
premium Western and Arabic
content, sports, news, kids,
movies and series
Al Jazeera bought premium sports from ART

23. New Technology Expands TV’s Focus
Digital Video Recorders (DVRs) provides viewer what to watch and when
HDTV offers better picture, industrial standardized in 2009
Apple TV (Video streaming)
3-D TV

24. TV offers a new vision
Cable, satellite and internet program services are able to deliver program to screen as small as a cell phone
In the future, TV will serve with unlimited program including 3-D programming.
Television is exploding, “telepresence” “a wave that is not possible to stop”