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.
Chapter 12: The Future
Although technological developments may greatly change the ways in which programs reach viewers in the future, what, how, and why people watch is unlikely to change so dramatically. In 2020 we expect television still to be a highly watched but mostly low-involvement mass medium.
As now there will be exceptions: some broadcasts will be of strong interest to certain people and some will be successfully targeted at relatively narrow audiences. However, these will still account for only a relatively small proportion of people's total viewing, even among their target viewers.
In contrast with this view, some commentators have suggested that the new technologies will lead to the ‘disaggregation’ of the audience or even to the ‘end of mass media’. They predict, in place of ...