1. MM 201 Foundations of Mass Media1 Television Chapter 6

2. 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.

3. 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

4. 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) 4 1939 New York Worlds Fair - demo

5. 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. 1160 commercial TV stations in U.S. 4 c. 5000 commercial AM radio stations 4 c. 5000 commercial FM radio stations 4 c.11000 local cable TV systems

6. 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.

7. 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.