~~onnectLearn., Succeed'"

Broadcasting, Cable,the Internet, and BeyondAn Introduction to Modern Electronic MediaSeventh Edition

Joseph R. DominickUniversity of Georgia,Athens (Retired)

Fritz MessereState University of New York,Oswego

Barry L. Sherman

I Detailed Contents

About the Authors ivPreface vList of Boxes xv

Part OneFoundationsIntroduction 3

1History of Broadcast Media 5The Inventors 6

Marconi and Wireless 6Fessenden and the Continuous Wave 6De Forest and the Invisible Empire 7

Boardrooms and Courtrooms 8Legal Tangles 8Radio Goes to War 8Birth of RCA 8

Broadcasting's Beginnings 9Radio's Fast Times:The 1920s 9

Advertising 10Radio Networks 11Rules 11

Radio Days, Radio Nights: 1930-1948 12Growth 12Impact 12Programs 14

Television 15Freeze 16

Radio's Period of Adjustment 17TV's Growth Curve: 1953-1962 18

New Wrinkles 19Hollywood and New York 20Programming 20

Stability for TV:1963-1975 20Technology 20Public TV 20New Regulations 20Programming 21

Changes for TV:1975-1999 21Competition 21Mergers 22Public TV: Searching for a Mission 22Programming 23Technology 24

Radio in the Video Age 24High Tech 24FM 24Radio Networks 25Fine- Tuning Formats 25Consolidation 25

Recent Trends 26Summary 28Key Terms 28Suggestions for Further Reading 29Internet Exercises 29

2History of Cable, Home Video, and the Internet 30Demanding Wives and Powerful Allies: The Story ofCable Television 31

Pay TV: An Idea Ahead of Its Time 32Cable Growth 33

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Alternatives to Cable 34The Satellite Sky 35Wireless Cable 36

Home Video 36The Kinescope Recorder 37The Videotape Recorder (VTR) 37TV Recording Comes Home: The VCR 38DVDs and DVRs 39The Video Store at Home and by Mail 40

The Internet and the World Wide Web 40Cold War and Hot Science: The Birth of the Internet 40Post-Nuclear War: Would There StillBe a Dial Tone? 41

ARPANET: Forerunner of the Internet 42Where It's @: The Rise of Electronic Mail 42USENET: Bringing Computer Networkingto the Masses 43Personal Computing: The New Mass Medium 43The Internet at Last! 44The Birth of the World Wide Web (WWW) 44Blackberries, iPhones, Androids, and Other WirelessMarvels 45

Cable, Satellites, Home Video, and the Internet in the21st Century 46Summary 47Key Terms 48Suggestions for Further Reading 48Internet Exercises 48

3Audio and Video Technology 49Basic Principles of Media Technology 50

Facsimile Technology 50Transduction 50Digital: The Good, the Bad, and the Ugly 52Oscillation and the Waveform 52FrequenC1Jand Amplitude 53Frequency Response and Bandwidth 53

Steps in the Media Distribution Process 54Signal Generation and Recording: Mechanical andDigital Technologies 54Video Signal Generation 60

The Concepts of Amplification and Processing 63Video Amplification and Processing 64

Detailed Contents

Transmission: Getting the Signals Out There 66Signal Transmission 66Video Transmission 70Satellite Transmission 71

Back to the Future: The Return to WiredCommunications 72Back to the Future II: The Growth ofNew Wireless Services 74

Receiving: From Wires or Wireless 75Radio Receivers 75TV Receivers 76

Storage and Retrieval 77Audio Storage 78Video Storage 78

Webcasting: Audio and Video Streaming 81Summary 82Key Terms 82Suggestions for Further Reading 83Internet Exercises 83

PartlWoHow It Is

4Radio Today 85The "Three C's" of Radio Today: Competition,Consolidation, and Control 86

Competition in Today's Radio Business 87Consolidation: The Big Radio Groups 88Control: Radio Programming and Promotion 92

Detailed Contents

Radio Programming Today 92News/Talk and Sports 93Country 95Adult Contemporary 95Contemporary Hit Radio 96Ethnic Formats: Hispanic and Black/UrbanContemporary 98Active and Album-Oriented Rock 98Other Formats 99Noncommercial Radio 99

Satellite Radio Today 102Radio Station Organization 104Getting a Job: Radio Employment Today 106

Radio Salaries 107Summary 107Key Terms 107Suggestions for Further Reading 108Internet Exercises 108

5Broadcast and Cable/Satellite TV Today 109Television Now 110Types of Television Stations 110

Commercial and Noncommercial Stations 110Network Television 111

Fox Broadcasting Company 111New Century and Networks Come ... and Go 111The End of Network Television? 113

Local Television 113Television's Biggest Winners: NetworkOwned-and-Operated Stations 114Second Place Finishers: Major NetworkAffiliates 114CW, MyNetwork, and ION Affiliates 115Independents: A Vanishing Breed 115Low Power to the People: LPTV 115

TV Station Ownership 116Public Television 116Cable Television 118

Cable Programming 118Packaging Cable Services: The Trailof "Tiers" 122

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Cable and MSO Ownership 124Cable Economics 124

Direct Broadcast Satellites (DBS) 125DBS Programming 126DBS Today and Beyond 126Telco Fiber Optic Services 126

Working in Television 126TV Station Organization 127Cable System Organization 130

The Job Outlook 131Broadcast TV Job Trends 131Cable TV Job Trends 133Women and Minorities in TV 133

Summary 134Key Terms 134Suggestions for Further Reading 135Internet Exercises 135

6The Internet, Web Audio, and Web Video 136The Internet 137

Basics 137The Internet as a Communication Medium 137Effects on Other Electronic Media 138Effects on News 140Effects on Promotion and Marketing 141The Mobile Internet 141

Audio and Video on the Web 142Bringing Audio and Video to the Web 142Types of Online Radio Stations 145Monetizing Online Radio 146Audiences and Content 146Types of Online Video 147Monetizing Online Video 151Audiences and Content 152Online Video: Promise and Problems 152

The Future of Online Audio and Video 153Summary 154Key Terms 154Suggestions for Further Reading 155Internet Exercises 155

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Part ThreeHow It's Done

7The Business of Broadcasting, Cable, andNew Media 157Competition and Electronic Media 158

Competition among Different Media Types 159

Determining a Medium to Buy and FiguringOut Its Cost 159

Placing the Ad 161

CPM: Measuring the Cost of Advertising onTwo Stations 161

Local Markets 163

Broadcasting Sales Practices 163Radio Sales 163

Television 166

Other Aspects of Broadcast Sales 176Station Identification and Promotion 176

Other Announcements 178

Web Advertising and Online andew Media Opportunities 178Internet Sales Basics 178

Mobile Apps 180

The Future of Broadcasting and Cable/Satellite Sales and Beyond 180Summary 181Key Terms 181Suggestions for Further Reading 182Internet Exercises 182

Detailed Contents

8Radio Programming 183Radio Regulation and Format Design 184

Internet Stations and Formats 184

A Matrix of Radio Programming 184Music 185News/Talk 186

Modes of Radio Production 187Creating the Radio Format 189Radio Music Formatting 189The "Format Hole" 189

Audience Analysis 190

The Hot Clock 193

Filling the Clock: Radio Programming Terminology 196

Format Evaluation 197

Fine- Tuning the Format 199

News/Talk and Sports Formatting 199All News 200

News/Talk 200

Noncommercial Radio Programming 202Public Radio Stations 202

College Radio 203

Community Station Programming 204

Summary 205Key Terms 206Suggestions for Further Reading 206Internet Exercises 206

9lV Programming 207A Brief History of TV News 208

The Kennedy Assassination: The Death of Camelot,the Growth of Conspiracy Theories, and the Birth ofTelevision News 208

Television News Comes of Age 209

TV News Becomes Big Business 210

TV News Economics Today 213Unbundling the News 213

Coven turing 213Regional and Local Cable News 214

Global News 215

The TV News Team 216TV News Command Structure 216

Detailed Contents

Broadcast Journalism in Flux 217TV Entertainment Programming 219Network Television: The Big Four, Plus Three 220

Affiliation 220The Network Programming Process 221Cable Network Programming 225Public Television Programming 227

The World of TV Syndication 228The Syndication Market 228The Syndication Bazaar 229Types of Syndicated Programming 229Barter Syndication 231

Local Television Programming 231Local Television Stations 231Local Cable Programming 232

Programming Strategies 232Audience Flow 232Counterprogramming 233Challenge Programming 233

A Final Word 233Summary 233Key Terms 234Suggestions for Further Reading 234Internet Exercises 235

Part FourHow It's Controlled

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10Rules and Regulations 237

Rationale 238History 238

The 1927Radio Act 239The Communications Act of 1934 239Cable Regulation 239Reexamination 240

Regulatory Forces 240The Federal CommunicationsCommission 240Congress 242The Courts 243The White House 243Industry Lobbyists 243The Public 244State and Local Governments 244The Marketplace 245

The Role of the FCC 246License Granting 246Diversity of Ownership 246License Renewal 247Competing Applications 247The FCC, Cable TV; Satellite TV;and the Internet 249Equal Opportunities: Section 315 250

Other Federal Laws Covering Broadcastingand Cable 252

Children's Television 252Copyright: Trying to Keep Up 252Obscenity, Indecency, and Profanity 253Equal Employment Opportunities 256

The Law and BroadcastJournalism 256

Defamation 256Invasion of Privacy 258Protecting Sources 260Cameras in the Courtroom 260

Regulating Advertising 261Summary 262Key Terms 263Suggestions for Further Reading 263Internet Exercises 263

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11Self-Regulation and Ethics 264Self-Regulation in Broadcasting and Cable 265

Codes 265

Departments of Standards and Practices 267

The V-Chip 269

Professional Groups 269

Citizens' Groups 270

Ethics 272Ethical Theories 272

"Doing" Ethics 275

Ethics in the Real World 276

Ethics: A Final Word 276

Summary 277Key Terms 277Suggestions for Further Reading 277Internet Exercises 277

Part FiveWhat It Does

12Ratings and Audience Feedback 279History of Audience Measurement 280The Ratings Process 282

Measuring TV Viewing 282

Processing the Data 282

Reporting the Ratings 282

Terms and Concepts in TV Ratings 283

Measuring Radio Listening 285

Detailed Contents

Processing the Data 285

The Radio Ratings Report 285

Terms and Concepts in Radio Ratings 285

Accuracy of the Ratings 287Uses for Ratings 288Measuring the Internet Audience 289Measuring Web and Mobile Video 290Beyond Ratings: Other Audience Research 290

Music Research 291

Market Research 292

Summary 293Key Terms 293Suggestions for Further Reading 294Internet Exercises 294

13Effects 295Studying the Effects of the Electronic Media 296Theories of Media Effects 297

Hypodermic Needle Theory 298

Limited-Effects Theory 298

Specific-Effects Theory 298

Video Violence 299History 299

Research Evidence 300

Video Game Violence 304

A Mean and Scary World? Perceptions of Reality 305Racial, Ethnic, and Sex-Role Stereotyping 307

Broadcasting and Politics 309Media Influences on Voting Behavior 309

Media Impact on the Political System 312

Television and Prosodal Behavior 313Social Impact of the Internet 314Internet Addiction 314The Future: Social Concerns 315Summary 316Key Terms 316Suggestions for Further Reading 316Internet Exercises 316

Glossary G-1Credits C-1Index 1-1

I List of Boxes

Chapter 1Profile: Edwin Armstrong 13Profile: Sarnoff and Paley 16Profile: Frieda Hennock 18Profile: Robert Adler, Unsung Hero 23

Chapter 2Profile: From Cottonseed Salesman to Cable King-Bob

Magness and TCI 34Events: Life in the Kinescope Days 37Issues: Format Wars-History Repeating Itself? 39Profile: "Lick" -The Brain Behind the Internet and the

WWW 41

Chapter 3Issues: The Great Pokemon Crisis- TV-Induced Epilepsy

or Mass Hysteria? 55Profile: Negativland-It's All in Your Head: PM and

Other Copyright Infringements? 59Events: Apple and Google-Battle of the Giants 67Issues: Pirates Threaten World Commerce! Millions in

Contraband Seized! 79

Chapter 4Issues: Racist Radio? Consolidation versus

Diversity 89Ethics: Outrageous Radio and Congress's Response 91Profile: The Growth of Hispanic Listenership 97Events: Is There Too Much Radio? 103

Chapter 5Issues: Is Television Ownership Diverse Enough

to Reflect America? 112Profile: Chief Faces Many Challenges to Ensure PBS

Survival 119Issues: DTV Stations and Their Virtual

Assignments 122Events: After Hurricane Katrina 129

Chapter 6Profile: Steve Jobs-Media Mogul 138Events: Podcasting-New Pathway to Fame 144Events: Webisodes-Ready for Prime Time? 148Ethics: Technology's Dirty Little Secret-Porn 153

Chapter 7Profile: Wheel of Fortune and Jeopardy-The Grand

Daddies of Quiz Shows 167Issues: Changing the Way etworks Do Business 170Events: Gillette, Sports Networks, and Super Events 173Ethics: Radio Promotion-Chaos Out of Control? 175

Chapter 8Profile: Unvarnished Advice from the Queen of Talk

Radio 185Issues: Are People Turning Radio Off? Here's a Definite

Answer: Maybe 191Ethics: Paid to Play-Payola 195Events: You Don't Know Jack 198Profile: Muzak-It Isn't Just for

Elevators Anymore! 204

Chapter 9Issues: Growth of Sports Programming 212Events: Networks scramble to cover

Egyptian uprising 215Events: The Demise of the Evening News Anchor? 218Issues: Crumbling Credibility? Issues in News 226

Chapter 10Profile: Dr. Brinkley and His Goats 241Events: The FCC and Fines 248Issues: Fairness Doctrine: To Be or Not to Be 250Issues: The Decline of Libel? 257

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Chapter 11Ethics: Deliberate Distortion or Honest Mistake? 268Issues: Parents Television Council 271Ethics: Checkbook Journalism 273

Chapter 12Events: TV Watching and the Three Screens 283Events: Calculating Ratings and Shares 286Events: Media Rating Council 288Events: New Terms Used in Internet Ratings 290

List of Boxes

Chapter 13Issues: Putting Things in Perspective 303Issues: Violent Video Games and Helping Others 305Issues: Video Games and Cultivation

Analysis 307Issues: Stereotyping and Behind-the-

Camera Creative Personnel 309Issues: Internet Addiction 315