📺TV Studies Unit 4 – TV in the 60s-70s: Social Change & PBS

Cultural Context of the 60s-70s

• Marked by significant social and political upheaval, including the Civil Rights Movement, Vietnam War protests, and the Women's Liberation Movement
• Counterculture emerged, challenging traditional values and norms (hippie movement, sexual revolution)
• Assassinations of prominent figures like John F. Kennedy, Martin Luther King Jr., and Robert F. Kennedy shocked the nation
• Space Race captured the public's imagination with the Apollo 11 moon landing in 1969
• Watergate scandal led to increased public distrust in government and media
• Economic issues such as inflation and the energy crisis impacted daily life
• Generational divide widened between the "establishment" and the youth
• Increased environmental awareness and the rise of the environmental movement (Earth Day, EPA)

TV's Role in Social Movements

• Served as a powerful tool for disseminating information and shaping public opinion
• News coverage of the Civil Rights Movement, including the March on Washington and the Selma to Montgomery marches, brought the struggle for racial equality into American homes
  • Walter Cronkite's reporting on the Vietnam War influenced public sentiment
• Sitcoms and dramas began addressing social issues, such as racism, women's rights, and the Vietnam War (All in the Family, Maude, MAS*H)
• Television advertisements reflected changing social norms and targeted youth culture
• Documentaries and public affairs programs investigated social issues and exposed injustices (CBS Reports, NBC White Paper)
• Coverage of the Watergate hearings contributed to the resignation of President Nixon
• Provided a platform for counterculture icons and ideas (The Smothers Brothers Comedy Hour, Rowan & Martin's Laugh-In)

Major Network Shows & Their Impact

• All in the Family tackled controversial topics like racism, sexism, and politics, pushing the boundaries of what was acceptable on television
• The Mary Tyler Moore Show portrayed a single, independent career woman, challenging traditional gender roles
• MAS*H used the Korean War as a backdrop to comment on the Vietnam War and other social issues
• Star Trek featured a diverse cast and addressed social and political issues through science fiction storytelling
• The Twilight Zone and The Outer Limits used fantasy and science fiction to explore complex moral and social themes
• The Smothers Brothers Comedy Hour and Rowan & Martin's Laugh-In incorporated political satire and countercultural humor
• Sesame Street revolutionized children's programming with its educational content and diverse cast
• Roots, a groundbreaking miniseries, traced the history of slavery and its impact on African American families

Rise of PBS

• Established in 1969 as a non-profit, public broadcasting network
• Aimed to provide educational and cultural programming as an alternative to commercial television
• Flagship programs included Sesame Street, Masterpiece Theatre, and The French Chef with Julia Child
  • Sesame Street became a global phenomenon, teaching children basic skills and promoting diversity
• Documentaries and public affairs programs, such as Frontline and PBS NewsHour, offered in-depth coverage of social and political issues
• Arts and culture programming, including Live from Lincoln Center and Great Performances, brought high-quality performances to a wide audience
• Provided a platform for independent filmmakers and diverse voices through series like POV and Independent Lens
• Faced funding challenges and political pressure throughout its history, with debates over public funding and content

Technological Advancements

• Color television became more widespread, enhancing the visual impact of programming
• Satellite technology enabled live, global broadcasts of major events (moon landing, Olympics)
• Videotape recording allowed for easier editing and distribution of programs
• Cable television began to emerge, offering viewers more channel options and specialized content
• Remote controls gained popularity, giving viewers more control over their viewing experience
• Closed captioning was developed to make television more accessible to the deaf and hard of hearing
• Improved special effects techniques enhanced the production value of science fiction and fantasy programs
• Portable video cameras and equipment made it possible to capture events and produce documentaries more easily

Changing Audience Demographics

• Baby Boomers, the largest generation in U.S. history, came of age and became a significant target audience for advertisers
• Women's Liberation Movement led to an increased focus on programming that appealed to women and addressed their concerns
• African American viewers demanded more representation and accurate portrayals on television
• Counterculture and anti-establishment attitudes influenced programming choices and advertising strategies
• Increased college enrollment and the Vietnam War draft impacted the viewing habits and preferences of young adults
• Growing middle class and increased disposable income led to higher television ownership and viewership
• Rural audiences began to decline as urban and suburban populations grew
• Children's programming expanded, recognizing the importance of the youth market

Regulatory Shifts

• Federal Communications Commission (FCC) implemented the Prime Time Access Rule in 1970, limiting the amount of network programming during prime time hours
  • This led to an increase in locally produced and syndicated content
• FCC's Fairness Doctrine required broadcasters to present contrasting viewpoints on controversial issues
• Public Broadcasting Act of 1967 established the Corporation for Public Broadcasting (CPB) to fund and oversee public television and radio
• Cigarette advertising was banned from television and radio in 1971 due to health concerns
• FCC issued fines and warnings for "indecent" content, leading to self-censorship by networks
• Financial Interest and Syndication Rules (Fin-Syn) limited networks' control over the production and distribution of programming
• Deregulation efforts in the late 1970s began to relax some of these restrictions, paving the way for future changes in the television landscape

Legacy & Influence on Modern TV

• Social and political themes addressed in 60s-70s television paved the way for more diverse and inclusive programming
• Sitcoms and dramas continue to tackle controversial issues and push boundaries (Modern Family, Orange Is the New Black, Atlanta)
• Public television remains a vital source of educational, cultural, and public affairs programming
• Cable and streaming services have expanded on the idea of niche programming and targeted audiences
• Binge-watching and on-demand viewing, made possible by advances in technology, have changed how audiences consume television
• Reality television, which gained popularity in the 1990s and 2000s, can be traced back to documentary-style programs of the 60s-70s
• Television continues to play a significant role in shaping public opinion and reflecting societal changes
• Streaming platforms and social media have created new opportunities for audience engagement and interaction with television content