Network television revolutionized mass communication in the US, shaping popular culture and information dissemination. It evolved from radio broadcasting roots to become central to American entertainment and news consumption.
The business model of networks balances content production, distribution, and monetization. It relies heavily on advertising revenue while managing complex relationships with local affiliate stations across the country.
History of network television
- Network television revolutionized mass communication in the United States, shaping popular culture and information dissemination
- Evolved from radio broadcasting roots, television networks became central to American entertainment and news consumption
Early broadcast networks
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- NBC and CBS pioneered television broadcasting in the late 1940s
- DuMont Network emerged as an early competitor but failed to gain traction
- Networks utilized existing radio infrastructure to build television operations
- Limited programming hours initially focused on news, sports, and variety shows
Rise of the big three
- ABC joined NBC and CBS to form the "Big Three" networks in the 1950s
- Networks expanded programming to fill entire broadcast day
- Introduced iconic shows (I Love Lucy, The Twilight Zone) that defined early TV culture
- Developed coast-to-coast broadcasting capabilities through coaxial cable and microwave relay systems
Emergence of Fox network
- Fox Broadcasting Company launched in 1986, challenging the Big Three dominance
- Targeted younger demographics with edgy programming (The Simpsons, Married... with Children)
- Gradually expanded from two nights of programming to a full primetime schedule
- Acquired NFL rights in 1993, significantly boosting network credibility and viewership
Business model of networks
- Network television operates on a unique economic structure balancing content production, distribution, and monetization
- Relies heavily on advertising revenue while managing complex relationships with local affiliate stations
Advertising-based revenue
- Commercial airtime sales form the primary income source for networks
- CPM (Cost Per Mille) pricing model determines ad rates based on audience size
- Advertisers target specific demographics through strategic ad placement
- Product placement and branded content provide additional revenue streams
Affiliate station relationships
- Networks partner with local stations to extend broadcast reach nationwide
- Compensation models evolved from networks paying affiliates to reverse compensation
- Affiliates receive network programming and national advertising in exchange for airing content
- Local stations maintain some autonomy for local news and syndicated programming
Upfront presentations
- Annual events where networks showcase upcoming programming to advertisers
- Occur in May, allowing advertisers to purchase commercial time in advance
- Networks secure significant portion of ad revenue for the upcoming season
- Upfronts influence programming decisions and show renewals based on advertiser interest
Programming strategies
- Networks employ various tactics to maximize viewership and ad revenue throughout the broadcast season
- Programming decisions balance audience preferences, advertiser demands, and competitive landscape
Prime time scheduling
- Networks strategically place shows to build audience flow throughout the evening
- Lead-in programming aims to retain viewers for subsequent shows
- Counterprogramming targets demographics underserved by competing networks
- Tent-pole shows anchor specific nights to establish viewer habits
Sweeps periods
- Nielsen ratings measurement periods occurring in November, February, May, and July
- Networks air special programming and stunts to boost ratings during these periods
- Local affiliates use sweeps data to set advertising rates
- Criticism of sweeps practice led to year-round ratings measurement in some markets
Pilot season process
- Annual cycle of developing and selecting new shows for the upcoming season
- Networks order pilot episodes from production companies and studios
- Pilot screenings and focus group testing inform series pickup decisions
- Successful pilots transition to series production for fall or midseason premieres
Network vs cable television
- Fundamental differences in reach, content, and business models distinguish network and cable television
- Evolving media landscape continues to blur lines between these two television categories
Audience reach comparison
- Network television available to ~120 million U.S. households through over-the-air broadcasts
- Cable television requires paid subscriptions, reaching ~90 million U.S. households
- Networks typically garner larger audiences for individual programs
- Cable channels often target niche audiences with specialized content
Content restrictions differences
- Network television subject to stricter FCC regulations on language, violence, and sexual content
- Cable channels have more freedom in content due to subscription-based model
- Networks aim for broad appeal while cable can produce edgier, more targeted programming
- Watershed hour rules apply differently to network and cable broadcasts
Financial models contrast
- Networks rely primarily on advertising revenue and affiliate fees
- Cable channels benefit from dual revenue streams: advertising and subscription fees
- Network production budgets often higher due to larger potential audience
- Cable channels can sustain niche programming with lower viewership thresholds
Regulatory environment
- Government oversight plays a significant role in shaping network television operations and content
- Regulatory framework aims to balance public interest with commercial viability of broadcasters
FCC oversight
- Federal Communications Commission regulates broadcasting in the United States
- Oversees spectrum allocation, licensing, and technical standards for television broadcasts
- Enforces content regulations including indecency and obscenity rules
- Requires stations to maintain public files detailing operations and community service
Public interest obligations
- Networks must serve the "public interest, convenience, and necessity" as part of their broadcast licenses
- Includes requirements for educational children's programming (E/I)
- Mandates equal time provisions for political candidates
- Encourages local news and emergency information dissemination
Ownership rules
- FCC limits the number of television stations a single entity can own nationally
- Cross-ownership restrictions between newspapers and broadcast stations in the same market
- Duopoly rules govern ownership of multiple stations within a single market
- Periodic reviews of ownership rules to address changing media landscape
Network branding
- Networks develop distinct identities to differentiate themselves in a competitive television market
- Branding strategies extend beyond on-air content to create cohesive viewer experiences
Network identities
- Visual elements like logos, color schemes, and on-air graphics create recognizable brand aesthetics
- Slogans and taglines reinforce network positioning (NBC's "Must See TV")
- Target demographic focus shapes overall network identity (The CW's young adult emphasis)
- Brand personalities extend to social media presence and digital platforms
Cross-promotion techniques
- Networks leverage multiple shows to promote new or existing programming
- Cast members from one show appear on another to drive viewership
- Holiday-themed episodes across multiple shows create event programming
- Cross-network promotion within larger media conglomerates (ABC/Disney synergy)
Flagship programs
- Signature shows that embody network brand and attract large audiences (NBC's "Friends", CBS's "NCIS")
- Often receive prime scheduling slots and extensive marketing support
- Used to launch new series through lead-in scheduling or spinoffs
- Cancellation of long-running flagship shows can significantly impact network identity and viewership
Digital transformation
- Networks adapt to changing viewer habits and technological advancements in the digital age
- Integration of traditional broadcasting with new media platforms creates opportunities and challenges
Streaming service integration
- Networks launch proprietary streaming platforms (CBS All Access/Paramount+, Peacock)
- Negotiate licensing deals with third-party streaming services (Hulu, Netflix)
- Develop original content specifically for streaming platforms
- Implement authentication systems for live streaming of network content
Social media engagement
- Networks utilize social platforms to promote shows and interact with viewers
- Live-tweeting events encourage real-time audience participation
- Social media metrics influence programming and marketing decisions
- Talent and showrunners engage directly with fans to build loyalty
On-demand viewing impact
- Time-shifted viewing through DVRs and on-demand services affects traditional ratings measurements
- Networks adapt to extended viewing windows when evaluating show performance
- Ad-skipping technology prompts new advertising strategies (reduced ad loads, unskippable formats)
- Binge-watching trends influence programming and release strategies for some content
Network news operations
- News divisions play a crucial role in network identity and fulfilling public service obligations
- Broadcast news programs compete with 24-hour cable news channels and digital news sources
Evening news programs
- Flagship nightly newscasts (ABC World News Tonight, NBC Nightly News, CBS Evening News)
- Typically air for 30 minutes in early evening timeslots
- Focus on national and international news with some local inserts from affiliates
- Anchor personalities often serve as the face of the network's news division
Morning shows
- Multi-hour programs blending news, interviews, and lifestyle content (Today, Good Morning America)
- Significant revenue generators for networks due to extended airtime and loyal viewership
- Often feature outdoor segments and live audiences to create energy and interaction
- Compete fiercely for exclusive interviews and breaking news coverage
Special event coverage
- Networks pre-empt regular programming for major news events (elections, natural disasters)
- Primetime news specials provide in-depth coverage of significant stories
- Political debates and State of the Union addresses rotate among networks
- Awards show broadcasts (Oscars, Grammys) combine entertainment with news division resources
Sports broadcasting rights
- Live sports programming remains a crucial component of network television offerings
- High-stakes bidding wars for exclusive rights drive up costs but deliver large, engaged audiences
Major league partnerships
- NFL broadcasts anchor weekend programming for CBS, Fox, and NBC
- NBA finals and Christmas Day games featured on ABC
- MLB World Series and All-Star Game rotate among Fox, TBS, and ESPN
- Networks develop extensive pre-game and post-game programming around marquee events
Olympics coverage
- NBCUniversal holds U.S. broadcast rights through 2032
- Primetime coverage on NBC network supplemented by cable and streaming options
- Time zone differences impact live vs. tape-delayed broadcast strategies
- Extensive promotional opportunities across network programming leading up to and during Games
College sports contracts
- NCAA March Madness basketball tournament shared by CBS and Turner Sports
- College Football Playoff rotates among ESPN/ABC and other networks
- Conference-specific deals (SEC on CBS, Big Ten on Fox) provide regular season content
- Rights fees for college sports continue to escalate, impacting university athletic budgets
Network decline factors
- Traditional broadcast networks face numerous challenges in an evolving media landscape
- Adaptation to new technologies and viewing habits critical for continued relevance
Cable TV competition
- Proliferation of cable channels fragments audience share
- Niche programming on cable attracts specific demographic groups
- Premium cable channels (HBO, Showtime) compete for high-quality scripted content
- 24-hour news and sports channels draw viewers from network offerings
Streaming services rise
- On-demand viewing shifts audiences away from linear broadcast schedules
- Original content production by streaming platforms (Netflix, Amazon) rivals network quality
- Binge-watching habits disrupt traditional weekly episode release models
- Cord-cutting trend reduces potential audience for over-the-air broadcasts
Audience fragmentation challenges
- Increased content options make it difficult to achieve past levels of mass viewership
- Demographic shifts impact advertising strategies and programming decisions
- Social media and second-screen experiences compete for viewer attention
- Measurement of fragmented audiences requires new ratings methodologies
Future of network television
- Networks explore innovative approaches to maintain relevance in a rapidly changing media ecosystem
- Integration of traditional broadcasting strengths with new technologies shapes future strategies
Adaptation strategies
- Embracing a multi-platform approach to content distribution
- Developing year-round programming schedules to compete with streaming services
- Investing in event programming and live broadcasts to drive appointment viewing
- Exploring new revenue streams beyond traditional advertising (e-commerce, data licensing)
Technological innovations
- Implementing ATSC 3.0 (NextGen TV) for improved picture quality and interactivity
- Utilizing artificial intelligence for content recommendations and ad targeting
- Experimenting with virtual and augmented reality experiences to enhance viewer engagement
- Adopting blockchain technology for content rights management and micropayments
Content distribution evolution
- Shifting towards direct-to-consumer models through owned streaming platforms
- Collaborating with tech companies on new distribution channels (Apple TV app, Amazon Fire TV)
- Exploring hybrid release strategies combining linear broadcasts with streaming availability
- Adapting to smart TV ecosystems and voice-activated content discovery
Key Terms to Review (34)
College sports contracts: College sports contracts are legally binding agreements between colleges or universities and various stakeholders, such as television networks, sponsors, and conference organizations, that govern the broadcast, promotion, and financial arrangements related to college athletic events. These contracts play a crucial role in generating revenue for schools and shaping the landscape of college sports, particularly in how they interact with network television.
Olympics coverage: Olympics coverage refers to the broadcast and media representation of the Olympic Games, which are held every four years and feature athletes from around the world competing in various sports. This coverage is a crucial aspect of network television, as it brings global audiences together to witness historic moments, highlights athletic achievements, and promotes national pride. It encompasses live events, highlights, interviews, and analysis, shaping viewers' perceptions of the Games and the athletes participating in them.
NFL Rights: NFL rights refer to the broadcasting rights that the National Football League grants to television networks and streaming platforms for the airing of NFL games. These rights are critical in determining how and where games are viewed, shaping network programming, and driving substantial advertising revenue due to the popularity of NFL games. The allocation of these rights has profound implications for both the networks involved and the overall landscape of sports broadcasting.
Special event coverage: Special event coverage refers to the broadcasting of significant live events, such as award shows, political conventions, sports events, and breaking news. This type of coverage is designed to engage audiences in real-time, providing them with immediate access to important moments and enhancing the viewer experience through commentary, analysis, and live reporting. It plays a crucial role in shaping public perception and fostering community engagement around major happenings.
Morning shows: Morning shows are television programs typically broadcast in the early hours of the day, featuring a mix of news, entertainment, lifestyle segments, and interviews. They play a crucial role in setting the tone for the day by providing viewers with important updates and lighthearted content that engages audiences as they start their mornings. These shows often include various segments that cater to a wide range of interests, helping to foster community and connection among viewers.
Evening news programs: Evening news programs are television broadcasts that provide viewers with a summary of the day's major news events, typically airing during prime time hours. These programs are designed to deliver important information to the public, often including local, national, and international news stories, weather updates, and sports highlights. They play a crucial role in shaping public perception and discourse around current events.
Pilot season process: The pilot season process refers to a specific period during which television networks evaluate and develop new series by producing pilot episodes. This crucial stage helps networks decide which shows to pick up for full seasons based on viewer interest, market trends, and potential advertising revenue. The pilot season is characterized by high competition among creators, as only a fraction of the pilots produced will make it to air, impacting the programming landscape significantly.
Sweeps periods: Sweeps periods are specific times during the year when television networks and local affiliates measure their viewing audiences to determine ratings and advertising rates. These periods are critical as they influence programming decisions, advertising strategies, and overall network performance in the competitive landscape of commercial broadcasting.
Prime Time Scheduling: Prime time scheduling refers to the specific block of television programming that is broadcast during peak viewing hours, typically in the evening when most viewers are available. This strategic scheduling is crucial for networks, as it maximizes advertising revenue and audience reach, often featuring popular series and shows that attract large audiences.
Upfront presentations: Upfront presentations are events held by television networks to showcase their upcoming programming slate for advertisers, buyers, and media professionals. These presentations are crucial for setting the tone of the network's season and serve as a platform for networks to generate excitement about new shows while securing advertising commitments ahead of the fall television season. By highlighting key talent, special guests, and exclusive clips, upfronts help networks gauge interest and build relationships with advertisers, which is essential for their financial success.
Affiliate stations: Affiliate stations are local television stations that have a contractual agreement to broadcast programming from a national network. These stations play a crucial role in extending the reach of network programming to specific geographic areas, providing localized content, and maintaining viewer engagement through regional advertising and news broadcasts.
CPM: CPM, or Cost Per Thousand, is a marketing term that refers to the cost an advertiser pays for one thousand impressions of their advertisement. This metric is crucial in assessing the efficiency of advertising expenditures, particularly in network television, where it helps advertisers understand how much they are spending to reach a specific audience size. By using CPM, networks and advertisers can compare the costs of different advertising options and gauge the effectiveness of their campaigns based on audience engagement.
ABC: ABC, or the American Broadcasting Company, is a major television network in the United States that was established in 1943. It is known for its wide range of programming, including news, dramas, comedies, and reality shows, contributing significantly to the landscape of American network television. ABC's impact extends beyond entertainment as it plays a vital role in shaping public discourse and culture through its various broadcasts.
Fox Broadcasting Company: Fox Broadcasting Company is a major American television network that was launched in 1986 and quickly became known for its innovative programming and edgy content. As a key player in the landscape of network television, Fox has introduced several groundbreaking shows and has played an influential role in shaping pop culture and the television industry.
Product Placement: Product placement is a marketing strategy where brands pay to have their products featured in television shows or films. This technique seamlessly integrates products into the storyline, allowing for a more organic exposure to the audience compared to traditional advertising. Product placement has become a vital tool for networks and commercial broadcasters, as it provides an additional revenue stream while enhancing viewer engagement through familiar branding.
Streaming migration: Streaming migration refers to the ongoing shift of audiences from traditional network television to online streaming platforms for consuming media content. This change has reshaped how viewers access programming, leading to a significant decline in network television viewership as people increasingly prefer the flexibility and variety offered by streaming services. The transition also impacts advertising revenue and programming strategies in the television industry.
NBC: NBC, or the National Broadcasting Company, is one of the oldest major broadcast television networks in the United States, established in 1926. It has played a crucial role in the development of network television and has been a pioneer in various programming genres, including news, sports, and entertainment. NBC is part of the Big Three television networks and has contributed significantly to shaping American culture and media consumption habits over decades.
CBS: CBS, or Columbia Broadcasting System, is one of the major television networks in the United States, known for its wide range of programming that includes news, sports, and entertainment. Founded in 1927, CBS has played a significant role in shaping network television by being home to many popular shows and a pioneer in television broadcasting technology. Its influence extends beyond mere programming; CBS has also contributed to the development of industry standards and practices that are integral to network television today.
Commercial breaks: Commercial breaks are designated interruptions in a television program where advertisements are broadcasted to viewers. These breaks serve as a primary source of revenue for commercial broadcasters, allowing them to fund programming and maintain operations. By creating these pauses, networks can deliver marketing messages to audiences, which is essential for the business model of commercial broadcasting and network television.
Content Ratings: Content ratings are systems used to classify and provide guidance about the suitability of television programs based on their content, including themes, language, violence, and sexual material. These ratings help viewers make informed choices about what to watch, particularly for children, by providing a standardized way to assess the appropriateness of programs. The implementation of content ratings has a significant impact on network television practices and the regulatory landscape governing broadcast content.
Sweeps Week: Sweeps week refers to specific periods during the year when television ratings are measured across all networks, typically occurring in February, May, July, and November. These weeks are critical for networks as they determine advertising rates and assess the popularity of their programming, leading to strategic scheduling and promotional efforts aimed at maximizing viewer numbers.
Pilot Episode: A pilot episode is the first episode of a television series, designed to introduce the show's premise, characters, and overall tone. It serves as a prototype for the series, showcasing what viewers can expect in future episodes and is often used to attract networks or audiences. A successful pilot can lead to the series being picked up for a full season, while an unsuccessful one may result in cancellation before it even airs.
David Chase: David Chase is an influential American television writer, director, and producer best known for creating the critically acclaimed series 'The Sopranos'. His work reshaped narrative storytelling in television, blending character development with complex plots that often reflect societal issues. Chase's approach to television has contributed significantly to the evolution of network television and has set a high bar for narrative structures in modern series.
Lucille Ball: Lucille Ball was a pioneering American actress, comedian, and producer who is best known for her iconic role in the television series 'I Love Lucy.' She became a household name and a significant figure in network television history, breaking new ground for women in comedy and influencing the sitcom format with her innovative approach to storytelling and character development.
Must-see TV: Must-see TV refers to a television programming strategy where certain shows are marketed as essential viewing, often leading to high ratings and cultural impact. This concept highlights the importance of scheduling popular shows in time slots that encourage viewers to watch them live, creating a collective viewing experience that enhances audience engagement and social interaction.
The golden age of television: The golden age of television refers to a period during the late 1940s to the early 1960s when television became a dominant form of entertainment in American culture, characterized by high-quality programming, innovative storytelling, and significant cultural impact. This era saw the rise of network television as a powerful medium, where sitcoms flourished and advertising models adapted to engage viewers effectively.
Reality TV: Reality TV is a genre of television programming that showcases unscripted real-life situations, often featuring ordinary people or celebrities in various challenges, competitions, or lifestyle scenarios. This format emphasizes authenticity and relatability, drawing viewers into the personal dramas and interpersonal dynamics of its participants. The genre has become a cultural phenomenon, influencing social conversations and media trends across multiple platforms.
Scheduling: Scheduling refers to the strategic planning and timing of television programming to maximize viewership and advertising revenue. This involves deciding when to air specific shows, considering audience demographics, competing networks, and trends in viewing habits. A well-crafted schedule can enhance a network's ratings, attract advertisers, and impact the overall success of productions.
Binge-watching: Binge-watching is the practice of watching multiple episodes of a television show or an entire season in a single sitting, often facilitated by the availability of on-demand content. This behavior has transformed how audiences consume media, especially with the rise of streaming services and changes in television distribution methods.
FCC Regulations: FCC regulations refer to the rules and guidelines established by the Federal Communications Commission, which govern the operation and content of communication services in the United States. These regulations ensure that broadcasting and telecommunications are conducted in the public interest, promoting competition, diversity, and access to information while addressing issues like decency, copyright, and emergency services.
Sitcom: A sitcom, or situational comedy, is a television genre that revolves around a fixed set of characters in a consistent environment, often utilizing humor to depict their daily lives and interpersonal relationships. The format typically involves short episodes that present relatable situations infused with comedic elements, making it a staple of both electronic and network television. Sitcoms often tackle social issues and personal dilemmas, resonating with audiences through their humor and character-driven storytelling.
Nielsen Ratings: Nielsen Ratings are a measurement system that tracks the viewership of television programs and provides data on audience size and demographics. This information is crucial for networks and advertisers as it influences programming decisions, advertising rates, and overall marketing strategies. By understanding audience preferences through Nielsen Ratings, broadcasters can make informed decisions to enhance their content and maximize viewer engagement.
Viewership: Viewership refers to the number of individuals who watch a particular television program or channel, and it plays a crucial role in measuring the popularity and success of broadcast content. Understanding viewership helps networks and producers gauge audience engagement, determine advertising rates, and shape programming decisions. It also reflects changing audience demographics and preferences, influencing how content is created and distributed across different platforms.
Broadcasting: Broadcasting is the distribution of audio and video content to a dispersed audience via electronic mass communication media. This process includes transmitting signals through radio waves, cable, or satellite to reach viewers and listeners over large geographical areas. The significance of broadcasting extends beyond mere content delivery; it plays a crucial role in shaping public opinion, cultural narratives, and providing accessible information to communities.