FILM 1701 Lecture Notes - Lecture 2: Prime Time Access Rule, Research On The Effects Of Violence In Mass Media, Vertical Integration
Document Summary
Network domination of us television (1959 1971) The big three: nbc, cbc and abc. Between 1959 and 1971, the big three had the greatest level of power and influence. This was the time that single sponsor system was replaced to using multiple sponsors. Networks also produced or co-produced most of their own programming. There was a vertical integration that was not seen in the media industries since the. 1930s and 1940s of the big five movie studios. Newton minnow talked about how when television is bad, nothing is worse. You will observe a vast wasteland", which is the procession of game shows, violence, audience participation shoes, and formula comedies about unbelievable families. After newton minnow"s speech, he threatened the television station owners that he would consider not renewing their licenses if things didn"t change. Commercial broadcasters began to make documentaries in order to try and do what minnow wanted.
