HUMA 2740 Lecture Notes - Big3, Vertical Integration, Oligopoly

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1959-1971 saw the big 3 televisions networks (nbc, cbs, abc) experience their greatest level of power influence. Single sponsor system was replaced by one using multiple sponsors begun moving from single sponsors in mind. 1950s weakened the power of advertisers over the networks. This was also the period in which the networks also produced or co- produced most of their own programming created a vertical integration, not seen in the media since the big 5 movie studios of the. Also owned or co-owned these programs as a result controlled their distribution in syndication. Owned/co-owned 91% of all the programs in primetime in 1965, began buying local television stations in the largest cities, thereby guaranteeing them an outlet for the network feeds the vast wasteland. Big3 networks were criticized from a number of different corners for the poor quality of their programming.

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