📺Understanding Television Unit 3 – The Rise of Network Television

What's This Unit All About?

• Explores the emergence and rise of television networks in the United States during the mid-20th century
• Examines the technological advancements that made nationwide broadcasting possible (coaxial cable, microwave relays)
• Investigates the formation of the "Big Three" networks: NBC, CBS, and ABC
  • Traces their origins and early development
  • Discusses their dominance of the television landscape for decades
• Analyzes the impact of networks on television programming, including the standardization of formats and schedules
• Delves into the business model of network television, which relied on advertising revenue and affiliate stations
• Assesses the cultural significance of network television in shaping American society and popular culture
• Highlights key figures (David Sarnoff, William Paley) and influential shows (I Love Lucy, The Ed Sullivan Show) that defined the era

The TV Landscape Before Networks

• Television broadcasting began in the late 1920s, but widespread adoption was slow due to the Great Depression and World War II
• Early television stations were primarily local, serving a limited geographic area
  • Stations produced their own content or relied on syndicated programming
  • No national distribution system existed to share programs across the country
• Television sets were expensive and not widely owned, limiting the medium's reach and appeal
• Programming was often experimental and varied in quality, with a mix of live performances, newscasts, and primitive scripted shows
• Advertisers were initially hesitant to invest in television, preferring the established radio medium
• Regulatory uncertainty hindered the growth of the television industry, as the FCC grappled with allocating broadcast frequencies
• Despite these challenges, visionaries saw the potential of television as a transformative communication and entertainment platform

Birth of the Big Three: NBC, CBS, and ABC

• National Broadcasting Company (NBC) was founded in 1926 as a radio network by the Radio Corporation of America (RCA)
  • NBC began experimental television broadcasts in the late 1930s
  • Launched regular television programming in 1939, becoming the first television network
• Columbia Broadcasting System (CBS) was established in 1927 as a radio network
  • CBS entered the television market in 1941, competing with NBC
  • Known for its strong news division and popular entertainment programs
• American Broadcasting Company (ABC) emerged from the breakup of NBC's radio network in 1943
  • ABC struggled initially but gained traction in the 1950s with hit shows like The Lone Ranger and The Adventures of Ozzie and Harriet
• The Big Three networks quickly dominated the television landscape, controlling the majority of programming and advertising revenue
• Networks invested heavily in infrastructure, talent, and program development to attract audiences and advertisers
• Rivalry among the networks drove innovation and quality improvements in programming and technology

Tech Breakthroughs That Made Networks Possible

• Coaxial cable, developed in the 1930s, allowed for the long-distance transmission of television signals with minimal signal loss
  • AT&T began laying coaxial cable lines between major cities in the 1940s, enabling network distribution
  • Coaxial cable networks connected stations across the country, allowing for the simultaneous broadcast of programs
• Microwave relay technology, introduced in the late 1940s, provided an alternative to coaxial cable for long-distance transmission
  • Microwave towers could transmit signals over long distances without the need for physical cables
  • Networks used a combination of coaxial cable and microwave relays to distribute programming nationwide
• Videotape recording, invented in 1956 by Ampex, revolutionized television production and distribution
  • Allowed for the pre-recording and editing of programs, reducing reliance on live broadcasts
  • Enabled the time-shifting of programs for different time zones and the rebroadcast of popular shows
• Improvements in television set technology, such as larger screens and color displays, made TV more attractive to consumers
  • Color broadcasting began in the 1950s, though widespread adoption took several years
  • Advancements in picture and sound quality enhanced the viewing experience

How Networks Changed Programming

• Networks introduced standardized programming schedules, with shows airing at the same time across the country
  • Prime time emerged as the most valuable slot, typically featuring the most popular and expensive programs
  • Daytime programming focused on soap operas, game shows, and talk shows targeting homemakers
• Networks developed distinct programming strategies to attract specific demographics and advertisers
  • CBS focused on sitcoms and variety shows for a broad audience
  • NBC targeted upscale viewers with prestigious dramas and cultural programs
  • ABC initially struggled to find a niche but later found success with youth-oriented and escapist fare
• Networks invested in high-quality, expensive productions to differentiate themselves and attract viewers
  • Live anthology dramas showcased top talent and tackled serious themes
  • Variety shows featured popular entertainers and lavish production values
• Networks introduced the concept of the "television season," with new shows premiering in the fall and running through the spring
  • The summer months were typically reserved for reruns and lower-cost programming
• Networks exerted greater control over program content, censoring controversial material and enforcing standards of taste and morality
  • The Television Code, adopted by the National Association of Broadcasters in 1952, set guidelines for acceptable content

The Business Model: Ads and Affiliates

• Network television relied on a dual revenue stream: advertising and affiliate fees
• Advertising became the primary source of income for networks, with sponsors paying for airtime to reach a mass audience
  • Advertisers sponsored entire programs in the early days of television (single sponsorship)
  • As programming costs rose, networks shifted to a magazine-style format with multiple advertisers per show (participating sponsorship)
• Networks charged advertisers based on ratings, which measured the size and demographics of the viewing audience
  • Nielsen ratings became the industry standard for measuring television viewership
  • Higher-rated programs commanded premium advertising rates
• Networks established affiliate relationships with local stations across the country
  • Affiliates agreed to carry network programming in exchange for a share of advertising revenue
  • Networks provided affiliates with a steady stream of high-quality programming, reducing the need for local production
• Affiliate fees, paid by local stations to networks, provided a secondary revenue stream
  • Fees were based on factors such as market size and the station's advertising revenue
• The network business model allowed for the creation and distribution of expensive, high-quality programming that individual stations could not afford to produce on their own

Cultural Impact of Network TV

• Network television became a shared cultural experience, with millions of Americans watching the same programs at the same time
  • Hit shows like I Love Lucy and The Ed Sullivan Show became national sensations, sparking conversations and shaping popular culture
  • Television replaced radio as the dominant mass medium, influencing attitudes, behaviors, and consumer habits
• Networks used their platform to address social issues and shape public opinion
  • News programs like CBS Evening News with Walter Cronkite provided trusted information and analysis
  • Documentary series like NBC's Victory at Sea and CBS's See It Now explored important topics and events
• Television advertising had a profound impact on American consumer culture
  • Commercials promoted new products and services, fueling the post-war economic boom
  • Advertising techniques, such as jingles and slogans, entered the cultural lexicon
• Network television reflected and reinforced societal norms and values
  • Sitcoms like Leave It to Beaver and Father Knows Best presented idealized versions of American family life
  • Westerns and crime dramas celebrated traditional masculine virtues and law and order
• Critics argued that network television promoted conformity, consumerism, and escapism at the expense of cultural diversity and critical thinking
  • The "vast wasteland" speech by FCC Chairman Newton Minow in 1961 challenged networks to serve the public interest better

Key Players and Shows That Defined the Era

• David Sarnoff, the head of RCA and founder of NBC, was a visionary who saw the potential of television early on
  • Sarnoff invested heavily in television research and development, laying the groundwork for the network system
• William S. Paley, the president of CBS, transformed the network into a powerhouse of entertainment programming
  • Paley's "Tiffany Network" strategy focused on high-quality, sophisticated programs that appealed to affluent viewers
• Milton Berle, known as "Mr. Television," was one of the first major stars of the medium
  • Berle's Texaco Star Theater variety show on NBC was a massive hit, demonstrating television's power to create cultural phenomena
• Lucille Ball and Desi Arnaz, the stars and producers of I Love Lucy on CBS, revolutionized the sitcom format
  • I Love Lucy pioneered the use of the three-camera setup and the live studio audience, setting the standard for future sitcoms
  • The show's success proved that television could create its own stars and franchises
• The $64,000 Question on CBS was a landmark quiz show that captivated the nation in the 1950s
  • The show's success sparked a wave of imitators and led to the quiz show scandals of the late 1950s, damaging the credibility of the networks
• The Ed Sullivan Show on CBS was a long-running variety show that showcased a wide range of entertainers
  • Sullivan's show helped launch the careers of countless musicians, comedians, and actors, including Elvis Presley and The Beatles
• The Twilight Zone on CBS was a groundbreaking anthology series that blended science fiction, fantasy, and social commentary
  • Created by Rod Serling, the show pushed the boundaries of what was possible on television and influenced generations of writers and filmmakers