3.1 The Establishment of Major Networks
2 min read•august 9, 2024
The rise of major networks shaped the landscape of early television. , , and emerged as dominant players, leveraging radio infrastructure and innovative programming to attract viewers. These networks established the foundation for the television industry we know today.
Network strategies and corporate structures played a crucial role in their success. Key figures like and led the charge, while affiliate relationships and owned stations helped networks expand their reach across the country.
Major Networks
Pioneering Television Networks
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- NBC emerged as the first major television network in 1939, leveraging its existing radio infrastructure
- CBS followed closely behind NBC, launching its television network in 1941
- ABC formed in 1943 after the FCC forced NBC to divest one of its two radio networks
- DuMont Network began operations in 1946 as the world's first commercial television network
Network Strategies and Competition
- NBC initially dominated the television landscape due to its early start and radio success
- CBS focused on developing popular programming to attract viewers and advertisers
- ABC struggled initially but gained ground through innovative programming and sports coverage
- DuMont Network introduced many television firsts but faced financial difficulties competing against larger networks
Network Ownership and Structure
Key Figures in Network Development
- David Sarnoff, president of RCA, played a crucial role in establishing NBC and promoting television technology
- William S. Paley transformed CBS from a small radio network into a major television powerhouse
- Leonard Goldenson led ABC's growth and eventual merger with United Paramount Theaters in 1953
Corporate Structures and Ownership Models
- Radio Corporation of America (RCA) owned and operated NBC as a subsidiary
- CBS operated as an independent company under Paley's leadership
- ABC began as an independent network before merging with United Paramount Theaters
- DuMont Network struggled with limited financial resources as an independent entity
Network Affiliates and Stations
Network Affiliate Relationships
- Network affiliates formed partnerships with major networks to broadcast network programming
- Affiliates received network content and shared
- Local stations maintained some autonomy to produce and air local programming
- Affiliation agreements typically included specific requirements for carrying network shows
Owned and Operated (O&O) Stations
- O&O stations directly owned and controlled by networks in major markets
- Provided networks with guaranteed distribution in key metropolitan areas
- Allowed networks to have more control over programming and advertising in these markets
- limited the number of O&O stations a network could own (initially 5, later increased to 7)
Key Terms to Review (19)
Abc: The American Broadcasting Company (ABC) is one of the major television networks in the United States, known for its extensive programming and significant role in shaping television as an entertainment medium. As a pioneering network, ABC has contributed to the development and evolution of various genres, including sitcoms, while also playing a crucial part in the establishment of the modern broadcasting landscape alongside other major networks. ABC has been influential in introducing innovative storytelling techniques and has often reflected cultural shifts through its programming.
Advertising revenue: Advertising revenue refers to the income generated by television networks and channels from selling advertising space during their programming. This revenue stream is crucial for the financial sustainability of networks, as it allows them to produce content, maintain operations, and fund marketing efforts. The structure of advertising revenue models has evolved over time, particularly with the rise of major networks and the emergence of niche channels targeting specific audiences.
CBS: CBS, or Columbia Broadcasting System, is one of the oldest and most prominent television networks in the United States, known for its extensive programming and influential role in the entertainment industry. Founded in 1927, CBS became a key player in the establishment of major networks, shaping television's growth and popularity. Its programming during the Golden Age of Television helped define American culture and set industry standards for broadcasting.
Cultural Homogenization: Cultural homogenization is the process through which diverse cultures become more similar due to globalization, media, and communication technologies. This phenomenon often leads to the dominance of a single culture or set of cultural values, overshadowing local traditions and practices. As media outlets, particularly television networks, proliferate, they tend to promote mainstream narratives and ideas, contributing to a more uniform global culture.
David Sarnoff: David Sarnoff was a pioneering American businessman and key figure in the development of radio and television broadcasting. He played a critical role in establishing major networks and shaping the business models that defined the industry. His vision and leadership laid the groundwork for the creation of the National Broadcasting Company (NBC) and influenced how networks operated and monetized their content.
FCC Regulations: FCC regulations refer to the rules and guidelines established by the Federal Communications Commission to govern communication by radio, television, wire, satellite, and cable across the United States. These regulations play a crucial role in shaping the media landscape, influencing how networks operate, what content is permissible, and how broadcasts are structured, impacting both the establishment of major networks and their business models.
NBC: NBC, or the National Broadcasting Company, is one of the oldest and most significant television networks in the United States, founded in 1926. It played a vital role in shaping television programming and establishing broadcasting standards, particularly in the sitcom genre and during the early years of television. NBC's influence extends beyond just its programming, as it was integral to the establishment of major networks and the growth of the television industry as a whole.
Prime time programming: Prime time programming refers to the television shows that are broadcast during the evening hours when the largest number of viewers are watching. This period typically spans from 8 PM to 11 PM and is crucial for networks because it attracts the most advertising revenue and audience engagement. The success of prime time programming is often tied to its ability to deliver high ratings and attract sponsors, making it a cornerstone in the establishment and growth of major television networks.
Satellite broadcasting: Satellite broadcasting is a method of transmitting television and radio signals using satellites orbiting the Earth to relay signals to antennas on the ground. This technology enables wide coverage areas, allowing broadcasters to reach audiences across vast distances, including rural and remote regions where traditional broadcasting methods might not be effective.
Television transmission technology: Television transmission technology refers to the methods and systems used to distribute television signals to viewers, enabling the reception of broadcast content on television sets. This technology has evolved significantly over the decades, transitioning from analog to digital methods and incorporating various platforms, including terrestrial, cable, satellite, and internet-based streaming services. Understanding this evolution is crucial as it laid the groundwork for the establishment and growth of major television networks.
The fairness doctrine: The fairness doctrine was a policy introduced by the Federal Communications Commission (FCC) in 1949 that required broadcast stations to present controversial issues of public importance in a manner that was honest, equitable, and balanced. This policy was significant as it aimed to ensure that diverse viewpoints were represented in media, particularly during the era when major networks were establishing their dominance in the television landscape. By promoting fairness in broadcasting, the doctrine played a crucial role in shaping media responsibility and accountability.
The first televised presidential debate: The first televised presidential debate took place on September 26, 1960, between Senator John F. Kennedy and Vice President Richard Nixon. This historic event marked a significant moment in American politics, as it demonstrated the power of television in shaping public perception and influencing electoral outcomes during a time when major networks were solidifying their role as primary sources of news and entertainment.
The impact of the VCR: The VCR, or Video Cassette Recorder, revolutionized the way people consumed television and movies by allowing viewers to record, rewind, and play back content at their convenience. This technology not only changed viewing habits but also influenced programming decisions and the advertising landscape, as audiences could watch shows on their own schedules, leading to a shift in how networks approached content distribution and audience engagement.
The Impact on News Media: The impact on news media refers to the significant changes in how news is produced, distributed, and consumed due to technological advancements, regulatory developments, and shifts in audience behavior. This impact has transformed traditional journalism, enabling the emergence of new platforms and formats for delivering news, while also influencing public perception and trust in media sources.
The introduction of cable television: The introduction of cable television marked a significant shift in how people accessed and consumed television content, allowing for a greater variety of channels and programming options compared to traditional broadcast methods. This innovation began in the late 1940s and early 1950s, transforming the television landscape by providing clearer signals and enabling the delivery of niche channels catering to specific audiences. As a result, cable television played a crucial role in establishing major networks and changing viewer habits.
The introduction of reality television: The introduction of reality television refers to the emergence of unscripted programming that showcases real people and events, often in a dramatic or entertaining context. This shift in television programming began in the late 20th century, revolutionizing the viewing experience and altering the landscape of major networks as they sought to attract broader audiences and increase ratings through relatable content.
The Launch of Color Television: The launch of color television refers to the introduction of television broadcasting in color, which marked a significant technological advancement in the medium. This transition not only enhanced the viewing experience by providing richer and more vibrant images but also transformed the production and marketing of television programs. The establishment of color television was pivotal for major networks as it allowed them to attract larger audiences and compete more effectively in the entertainment landscape.
The rise of syndication: The rise of syndication refers to the growing practice in television during the late 20th century where programs, after their initial run on major networks, are sold to local TV stations for rebroadcasting. This practice allowed for increased revenue streams for production companies and expanded the reach of shows beyond their original audience, fostering a new landscape in television distribution.
William S. Paley: William S. Paley was a prominent American businessman and the driving force behind the success of the Columbia Broadcasting System (CBS) during the early to mid-20th century. His innovative vision transformed CBS into one of the leading television networks, and his strategies in programming and advertising played a key role in shaping the broadcasting industry.