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scratchvideo/evolution/video/television

Television began regularly broadcasting in the United States in 1941, and the technology has reached almost total saturation with consumers -- 98.3% of Americans and 99% of Canadians own television sets. (Straubhaar and LaRose 220) Originally there were only a limited number of channels to watch, and most of the audience was tuning in to the same live programming.

Television is still most effective, dramatic, and compelling when visually spectacular events are being broadcast live (the OJ Simpson chase, Columbine High tragedy, and countless more examples). When everyone is watching the same show or news coverage, then everyone with a TV is also tuning in to a communal experience just by staring at a glowing box. Live broadcasts over a limited number of networks created huge realtime audiences for television programming.

The situation didn't last long. Cable, satellite, and set-top boxes all eventually played a role in "audience fragmentation", where broadcasters narrowed their shows to reach hyper specific audiences (and make niche advertising a more precise science). The popularity of the remote control (the Flashomatic came out in 1955, and the Space Command one year later) reduced channel loyalty even further.

Intense competition between networks fighting for audiences led to faster editing and camera movements, which started on children's programming: the faster the show, the less of a chance of a kid getting bored and switching channels (Mander 304). Producers tried to outdo each other with innovative movement, graphics, and editing to hang on their audiences. The major networks glory days of massive audiences may never return, but the effect of those communal TV experiences is still being felt.

Copyright 2000© Hart Snider