HUMA 2740 Lecture Notes - Lecture 96: Role Model, Averageness, Fully Booked
7 May 2018
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HUMA 2740
Lecture 96
- 1951 – NBC, CBS and ABC first attempted to colonize housewife’s
workday with regularly scheduled network programs
- Prime-time hours were fully booked by advertisers and there was more
demand for TV advertising
- Daytime more risky than prime time but was available and cheap
- Advertisers began to test daytime schedules too
- Early daytime market remained highly unstable and until 1955,
competition for sponsors was fierce
- Industry tailored programs to fit daily habits of the female audience
- Soap opera – first came to network TV in Dec 1950
o Minimum of visual action and visual interest, allowed housewives
to listen to dialogue and their repetition and constant explanation
of previous pilots allowed women to divide their attention between
viewing and household work
- Then came segmented variety of entertainment and advice
- Since daytime stars were often taken from nighttime radio shows, the
variety programs were immediately marked as being different from and
more spectacular than daytime radio
- Variety shows modelled themselves on print conventions, borrowing
from women’s magazines and women’s page
o Went to extreme lengths to make connection between print media
and TV programming foremost in viewer’s mind
- Networks also used popular press as a model for daytime programs
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
1951 nbc, cbs and abc first attempted to colonize housewife"s workday with regularly scheduled network programs. Prime-time hours were fully booked by advertisers and there was more demand for tv advertising. Daytime more risky than prime time but was available and cheap. Advertisers began to test daytime schedules too. Early daytime market remained highly unstable and until 1955, competition for sponsors was fierce. Industry tailored programs to fit daily habits of the female audience. Then came segmented variety of entertainment and advice. Since daytime stars were often taken from nighttime radio shows, the variety programs were immediately marked as being different from and more spectacular than daytime radio. Variety shows modelled themselves on print conventions, borrowing from women"s magazines and women"s page: went to extreme lengths to make connection between print media and tv programming foremost in viewer"s mind. Networks also used popular press as a model for daytime programs.
