Chapter 6 - Cable and the Specialization of Television


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Chapter 6 - Cable and the Specialization of Television

  1. 1. Chapter 6 – Cable and the Specialization of Television<br />While these slides were created using material from the above textbook, they are not official presentations from the publisher, Bedford/St. Martin’s. In addition, many slides may contain professor’s supplemental notes on various media topics.<br />
  2. 2. “Cable has undermined the network era during which television worked as a kind of social adhesive, giving most of the population a common bond, a set of shared programs.”<br />-Media & Culture<br />
  3. 3. In This Chapter…<br />Where Does Cable Come From?<br />FCC Mandates<br />Narrowcasting<br />Direct Broadcast Satellites <br />
  4. 4. Where does cable come from?<br />Broadcast<br />Comes over the air via towers and antennas using the electromagnetic spectrum<br />Small number of local options available<br />Cable is transmitted through a wire<br />Satellites are launched in space with networks beaming out<br />Cable systems pick up the network signals and supply wires to homes<br />Hundreds of options available <br />
  5. 5. Image from Comcast<br />
  6. 6. FCC Mandates<br />Must-Carry Rules: <br />FCC established in 1965<br />Requires all cable operators to assign channels to and carry all local TV broadcasts on their systems<br />Meant better reception of broadcast channels<br />Cable systems don’t like this rule, because it requires them to carry low-rated channels<br />Cable systems believe they should be able to dictate what channels they carry<br />
  7. 7. FCC Mandates<br />Access Channels:<br />Mandated in 1972<br />Requires cable systems in the nation’s top 100 markets to fund a tier of nonbroadcast channels dedicated to local education, government, and the public<br />After Midwest Video U.S. Supreme Court case in 1979, they are no longer mandated –however, most systems still offer them to stay in the good graces of their communities <br />
  8. 8. Narrowcasting: providing specialized programming for diverse and fragmented groups<br />It has cut into broadcasting’s large mass audience<br />It provides a niche group for advertisers to specifically target<br />Example: home and garden ads on HGTV<br />Example: car products on Speed<br />
  9. 9. Direct Broadcast Satellites<br />DirecTV, DISH Network<br />Offer consumers most of the channels and tiers of service that cable companies carry, at about the same monthly cost<br />Carry between 350-500 basic, premium, and pay-per-view channels – many more options than cable<br />
  10. 10. Direct Broadcast Satellites<br />Pros:<br />Digital technology is superior to standard cable and broadcast signals<br />Provides digital-quality pictures and CD-quality sound<br />Offers sports packages on channels not offered on cable<br />Cons:<br />Initial start-up costs<br />Cannot do the “bundle” <br />At first, local channels were not offered on DBS systems, now, most of them are<br />
  11. 11. Group exercise page: 231<br />