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Commercial Television and Cable
 
The Golden Age (1948-1960)
n	Glorious Black and White
n	VHF dominance
n	Network dominance
n	Live programming

The Genre Era (1960-1970)
n	Cops/Robbers, Westerns, comedies
n	UHF becomes viable 
n	Still network dominated
n	News comes into its own
n	Greater use of syndicated material

The Era of Competition (1970-1985)
n	ABC reaches parity
n	ENG changes news
n	Network affiliation to 80% 
n	Independents emerge
	o	revenge of the "U"s
	o	cable "must carry" regs
	o	ad hoc networking for events
	o	innovative programming, scheduling

The Era of Consolidation (1985 to present)
n	all 3 networks change hands
n	widespread cost-cutting
n	rise of Fox
n	loss of audience to cable, indies (50%)
n	rise of CNN
	o	despite impact, ratings low 
	o	more news competition 

The Era of New Media
n	Networks in new hands
n	financial interest, syndication rules changed  (1995)
n	affiliates stronger than nets
	o	can change affiliation to Fox
	o	compensation can't be cut
	o	affiliates want fewer netwk hrs
	o	affiliate groups produce programs

CABLE BEGINNINGS
n	Pennsylvania (or maybe Colorado...)
n	Family businesses 
n	Pole attachment litigation

Growth
n	Failed attempt at federal regulation 
n	Local, state regulation instead
o	franchising agreements
n	1965 Must Carry Rule
n	Syndicated Exclusivity Rule
n	FCC tilt toward broadcasters
	
1970s Changes in FCC Rules
n	1969 Local Origination
n	1970 Public Access
n	1978 Copyright Royalty Tribunal

Then came satellites
n	1975 Home Box Office
n	Turner's UHF WTBS
n	Franchising competition
n	Multiple System Operators (MSOs)
n	Services multiply

1980s Bring Consolidation
n	Subscriber disconnects
n	Services change hands, fold

Current Revenue Sources
n	Subscriber Fees (basic)
n	Subscriber Fees (pay services)
n	Advertising (national and local)
n	Pay Per View
n	Misc. (installations, guides, etc.)

Today's Challenges
n	Poor public image-poor customer service
n	Lack of reliable ratings
n	Telco switching capacity, sheer size: major 
competitors
n	Opps: cable modems increase on-line 
bandwidth

Today's Challenges 
n	Based on convergence
o	Phones, TV, computers
n	Driven by technology
n	Start-up era characteristics:
o	confusion
o	consolidation/ partnerships
o	new challenges to all players

The Advertiser
n	It should be great!
o	new media 
o	targeting to consumer
n	BUT: video on demand
n	AND: fragmentation
o	New measurement methods essential

The Advertiser: Now What?
n	Possibilities:
o	buy a cable channel
o	design ads so that viewers WANT them
o	sell the same "space" many times
o	new measurement methods essential