📺TV Studies Unit 3 – Network TV: Rise and Genre Establishment

The Birth of Network TV

• Network television emerged in the United States in the late 1940s and early 1950s
• Developed from the existing radio broadcasting system
• Consisted of a network of local television stations affiliated with a central broadcaster (NBC, CBS, ABC)
• Enabled simultaneous transmission of television programs to a wide audience across the country
• Marked a significant shift in the way entertainment and information were disseminated to the American public
• Transformed the cultural landscape by providing a shared experience for millions of viewers
• Became a powerful medium for advertising, shaping consumer behavior and popular culture

Key Players and Pioneers

• David Sarnoff, the head of RCA, played a crucial role in the development of network television
  • Oversaw the creation of NBC, the first major television network
• William S. Paley, the founder of CBS, helped establish the network as a dominant force in television
  • Recognized the potential of television as an advertising medium
• Leonard Goldenson, the head of ABC, helped the network compete with NBC and CBS
  • Focused on programming that appealed to younger audiences
• Pioneering entertainers such as Milton Berle, Sid Caesar, and Lucille Ball helped popularize the medium
  • Created iconic shows that defined the early years of television (Your Show of Shows, I Love Lucy)
• News anchors like Edward R. Murrow and Walter Cronkite became trusted voices in American households
  • Set the standard for television journalism

Technological Advancements

• The invention of the cathode ray tube (CRT) made television sets more affordable and practical for home use
• Improvements in camera technology allowed for better image quality and more sophisticated production techniques
• The development of coaxial cable and microwave relay systems enabled the transmission of television signals over long distances
  • Facilitated the creation of national television networks
• The introduction of color television in the 1950s added a new dimension to the viewing experience
  • NBC was the first network to begin color broadcasting in 1954
• Videotape recording, introduced in 1956, revolutionized television production
  • Allowed for the pre-recording and editing of programs
  • Enabled the creation of more complex and polished shows

Business Models and Advertising

• Network television relied on a commercial sponsorship model
  • Advertisers sponsored entire programs in exchange for promotional consideration
• Single sponsorship gradually gave way to a magazine-style advertising format
  • Multiple advertisers purchased shorter spots within a program
• The introduction of the 30-second commercial in the 1960s became the standard unit of television advertising
• Ratings systems, such as Nielsen ratings, were developed to measure audience size and demographics
  • Helped advertisers target their messages more effectively
• Product placement and integrated advertising became increasingly common
  • Allowed advertisers to embed their products within the content of television shows
• The rise of television advertising had a profound impact on American consumer culture
  • Shaped buying habits and created demand for new products and services

Popular Shows and Programming Trends

• Variety shows, such as The Ed Sullivan Show and The Tonight Show, were a staple of early television programming
  • Featured a mix of comedy, music, and celebrity interviews
• Sitcoms like I Love Lucy and The Honeymooners became immensely popular
  • Portrayed relatable characters and situations, often with a comedic twist
• Westerns, such as Gunsmoke and Bonanza, were a dominant genre in the 1950s and early 1960s
  • Reflected the mythic image of the American frontier
• Quiz shows, like The $64,000 Question, captured the public's imagination
  • Scandal erupted when it was revealed that some shows were rigged
• News and documentary programs, such as See It Now and 60 Minutes, set new standards for television journalism
  • Provided in-depth coverage of important social and political issues

Genre Development and Conventions

• The sitcom genre evolved from its radio roots
  • Established conventions such as the use of a laugh track and multi-camera setup
• The western genre adapted the tropes of Hollywood films for the small screen
  • Featured archetypal characters and moral conflicts set against the backdrop of the American West
• The anthology drama series, such as The Twilight Zone and Alfred Hitchcock Presents, showcased self-contained stories
  • Allowed for experimentation with different genres and styles
• The police procedural, exemplified by Dragnet, established the formula for crime dramas
  • Emphasized realism and attention to detail in depicting police work
• The variety show format provided a platform for showcasing diverse talents
  • Helped launch the careers of many iconic entertainers (Elvis Presley on The Ed Sullivan Show)

Cultural Impact and Audience Reception

• Network television played a significant role in shaping American culture and identity
  • Provided a shared experience that transcended regional and demographic differences
• Television became a powerful tool for disseminating information and shaping public opinion
  • News coverage of events like the Kennedy assassination and the Vietnam War had a profound impact on the nation
• Television advertising influenced consumer behavior and created new cultural icons
  • Characters like the Marlboro Man and the Jolly Green Giant became part of the American zeitgeist
• Some critics argued that television had a homogenizing effect on American culture
  • Promoted conformity and discouraged critical thinking
• Others celebrated television's ability to bring entertainment and information to a wide audience
  • Saw it as a democratizing force that expanded access to culture and knowledge

Legacy and Influence on Modern TV

• The network system established in the 1950s continues to shape the television industry today
  • Despite the rise of cable, satellite, and streaming services, networks remain major players
• Many of the genres and formats developed during the early years of television continue to be popular
  • Sitcoms, crime dramas, and variety shows are still staples of television programming
• The advertising-supported business model pioneered by network television still dominates
  • Although new models, such as subscription-based streaming, are gaining ground
• Early television pioneers set the standard for quality and innovation in the medium
  • Their influence can be seen in the work of contemporary creators
• The cultural impact of network television continues to resonate
  • Classic shows from the 1950s and 1960s remain beloved by audiences and are frequently rebroadcast
• The legacy of network television is one of both entertainment and cultural significance
  • It transformed the way we consume media and helped shape the American experience in the 20th century