Network

In the United States, the term refers to the three commercial television systems CBS, NBC, and ABC. These networks, with local broadcast stations throughout the country, dominated television broadcasting from the 1950s through the 1980s. At their peak, at the end of the 1970s, they captured 90% of the television audience. Even in 2000, they had 50% of the television audience, despite competition from cable and satellite channels. Network stations broadcast their transmissions over the airwaves and so are theoretically accessible to any television receiver within their range, without the necessity of subscribing to a service.

From the start, the networks were financed by advertising. At first, this took the form of sponsorship of entire programs, with the advertisers controlling the content. This changed by the late 1950s in response to rising costs, with broadcasters taking over content control and selling advertising spots. Ratings dictated program content, with networks providing content that would appeal to, and not alienate, the mass audiences their advertisers sought. As market research showed that the most profitable demographic for advertisers was the young, affluent urban dwellers, shows were dropped that had higher audience ratings but whose viewers had a less appealing demographic makeup.

In the 1970s, the Federal Communications Commission (FCC), which regulates broadcasting, required local stations to broadcast no more than 3 hours of network-provided content per day. This “prime-time” period led to increased competition for advertising slots and thus increased revenue for the stations.

During the 1980s, commercial pressure increased. All three networks were taken over by conglomerates interested in maximizing profits. A fourth network, Rupert Murdoch's Fox, appeared, to compete for viewers. Video recorders and remote control devices passed control to viewers over whether or not they viewed the advertisements. The FCC loosened its regulations. Advertising increased, and the boundaries between programs and advertisements blurred.

Networks have been praised for the high quality of television dramas made in the early 1950s and news programs during the 1970s. But many criticisms have been made about network-generated content. By concentrating on providing mass-appeal, U.S.-centric entertainment, they have failed to allow television to develop its potential for improving education and elevating public experiences and discourse. Shallow superficial coverage of news, current affairs, and international affairs by the primary medium through which most U.S. residents still get their news has been a subject of continuing concern for media critics. For more information, see Gorman and McLean (2003).