
American television is about show business and
news
. Following closely the successes
of radio, major TV genres include
game shows,
talk shows,
sitcoms,
various dramas,
soap operas,
variety shows
and sports events. News can exemplify how this evolved over
time. Television news not only provides information, local and national, but also sells a
restige product. Television changed the delivery of news. As in radio, it is
instantaneous, but it is also visual. Edward R.
Murrow
became the father and hero o
broadcast journalism, with his famous 1954 exposé of Senator Joseph McCarthy on
See I
ow
. While people debate television’s role in the explosive events of the 1960s, from the
civil-rights movement to the Vietnam War, TV news was well respected for its
independence and authority. However, the
television
news
department, like other TV
roduction departments, also relies on audience ratings. In the 1990s, with TV stations
increasingly owned by even larger media conglomerates, TV news needed to be more
sensational. It is generally believed that this new news is exploitative, spending hours on
crime, celebrities’ deaths and fluff features, rather than any investigative journalism.
Political and critical debates about TV arise because it is seen to be a great force o
socialization. Television enters people’s
bedrooms,
and it connects people from children
to old age to worlds beyond their immediate environment. Despite its independence from
government control, TV content, because it needs to appeal to the widest possible
audience, tends to be middle-ofthe-road American fare, whether in dramas or in news.
Radicals point out a lack of diversity, while the ultra-conservatives find TV to have a
liberal bias with its slight engagement with issues of homosexuality or its attacks on
isolated corporate misdeeds. Yet television, especially with
cable
diversification, is about
audiences rather than ideas or even difference.
In the 1980s, the introduction of cable TV challenged the dominance of the three
national networks. New broadcast networks—FOX, Warner Brothers, UPN and Pax—
added further competition to the traditional three. Increasingly, the mass audience
ecame more of a targeted, niche audience where the industry seeks the most disposable
income. CBS’
Murder She Wrote
(CBS, 1984–97) for example, had impressive ratings,
ut since its demographics were mainly older, the show was cancelled. In the 1990s,
shows geared towards a young audience dominated. At the same time, one of the top
shows,
Seinfeld,
never attracted a minority audience. Both
NAACP
and La Raza have
challenged major networks to include minority characters in their sitcom line-ups at the
end of the century while worrying that other networks have become new ghettos.
Television has also been agglomerated into ever larger corporations. Of the three
surviving early networks, NBC is owned by GE, CBS by Viacom and ABC by Disney
New technological developments like Web/ interactive TV and HDTV will probably
not so much change television as offer more sophisticated delivery systems. Television
will still be contained in the home. The multiple-TV home,
VCRs
and the ability for the
new technologies to allow more self-selection may encourage more individualized home
entertainment. Yet, the development of HDTV would not only mean sharper pictures for
the consumers, it would also effectively eliminate the development of small networks
because of the prohibitive investment involved.
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