This book by two leading experts takes a fresh look at the nature of television, starting from an audience perspective. It draws on over twenty years of research about the audience in the United States and Britain and about the many ways in which television is funded and organized around the world.
The overall picture which emerges is of: a medium which is watched for several hours a day but usually at only a low level of involvement; an audience which views mainly for relaxation but which actively chooses favourite programmes; a flowering of new channels but with no fundamental change in what or how people watch; programmes costing millions to produce but only a few pennies to view; a wide range of programme types apparently similar to the range of print media but with nothing like the same degree of audience ‘segmentation’; a global communication medium of dazzling scale, speed, and impact but which is slow at conveying complex information and perhaps less powerful than generally assumed.
The book is packed with information and insights yet is highly readable. It is unique in relating so many of the issues raised by television to how we watch it. There is also a highly regarded appendix on advertising, as well as technical notes, a glossary, and references for further reading.
Part Four: Paying for Television
How much does all the television that we watch cost and how is it paid for? While the making of a program can be very expensive, the cost to the viewer is always very low. We discuss this contrast in Chapters 8 and 9.
Producing watchable television costs at least half a million dollars per hour for a prime-time program on the US networks. The financial resources available for making or buying programs, however, vary greatly among different countries, mainly according to the number and affluence of their inhabitants. This economic factor, even more than culture and politics, determines the amount and quality of television in each country. There seems to be only limited scope for cutting production costs without also ...