COMM 1174 Lecture Notes - Lecture 17: Federal Communications Commission, Audience Measurement, Big Bang
22 May 2018
School
Department
Course
Professor
Broadcast television
Broadcast television is the ones that go over the airwaves
-dominant form of television today
-live viewing of broadcast television is still the primary way people view it
-ee though e do’t eperiee teleisio, it is still most dominant and lucrative today
I. Characteristics of commercial broadcasting
a. Loosely regulated
i. Federal ouiatios oissio the puli iterest, oeiee, or
eessit
1. Example: every single broadcaster is required to air at least 3 hours of
educational programming
2. Regulation is station-focused
a. It is the local affiliate that is required by law
b. ABC offers the progra so affiliate does’t hae to orr aout
it
3. Network-dominated
a. Network vs affiliate
i. Network tends to have more dominance and hold the
cards when it comes to negotiating prices with affiliates
4. Advertiser-supported
a. Always been advertiser supported, but way in which that
support has function has changed over the years
i. Used to be sponsorship
1. One company would sponsor a half hour or
hour television show
2. I the 60’s it haged= ore oerials(30
seconds)
b. Audience measurement
i. Crucial with the 30 ads
ii. The commodity audience
1. Commodity audience: consumers who pay extra
for name brands, embrace consumption as a
way of life
2. The networks are not as much interested how
popular the programming is with everyone, but
rather with people who spend a lot of money
3. True or false? Broadcasters give the people
what they want.
find more resources at oneclass.com
find more resources at oneclass.com
