Post-Network Era and Cable Proliferation Flashcards

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Questions and Answers

What was the major factor in the transition to a post-network?

shift in audience

What has caused the number and variety of cable channels to increase?

New service, growing market penetration, introduction of fiber optic cable

What capability did the introduction of fiber optic cable provide networks?

offer more channels and charge more for packages

What happened to The Big 3 Networks from 1985-95?

Prime time audience drops 20%, but networks survive Signup and view all the answers

What was the result after the Big Three Networks lost a 20% prime time audience?

Ad rates increased, fragmented markets still had largest audiences Signup and view all the answers

Define narrowcasting.

the dissemination of information to a narrow audience/demographic Signup and view all the answers

What are the benefits of narrowcasting?

smaller number of people see it, but people are most likely to want to buy it Signup and view all the answers

What changes in TV production led to the post-network era?

deterioration of Big Three, wide variety of cable TV, shift in audience Signup and view all the answers

What did the newly adapted technological changes deliver?

wide variety of programs, less constraints on choice of media, accessibility, freedom of choice over time of viewing Signup and view all the answers

What are the 5 C's defining the post-network era?

choice, control, convenience, customization, community Signup and view all the answers

Name two technological changes related to broadcasting.

VCR & DVR made broadcasting time irrelevant, cable penetration reached 50% by 1985 Signup and view all the answers

What does 'change in style' refer to?

not based on economics, but on aesthetic Signup and view all the answers

How did networks achieve quality in their programming?

emphasizing authorship & well-rounded family themes Signup and view all the answers

What does 'change in narrative' involve?

system of producers-auteurs emerges, dramedies, revival of sitcoms Signup and view all the answers

What is cable proliferation?

period of immense growth and expansion Signup and view all the answers

By 1995, how many homes had cable reached?

66.8% of homes Signup and view all the answers

What is DBS?

a satellite-based service that for a monthly fee downlinks hundreds of satellite channels and services Signup and view all the answers

Study Notes

Post-Network Transition

The shift in audience behavior marked the transition to a post-network era, splitting attention across multiple channels and devices.
Television programming is now available beyond traditional TV sets.

Cable Channel Growth

Increase in cable channels driven by new services, market penetration, and fiber optic cable technology.
Fiber optic cable enabled networks to offer more channels and enhanced package pricing.

Impact on The Big Three Networks

From 1985 to 1995, the prime time audience for The Big Three Networks dropped by 20%, yet they managed to survive.
Despite audience fragmentation, networks maintained the largest viewer bases, which led to increased advertising rates.

Narrowcasting

Narrowcasting refers to targeting information to specific, narrow demographics.
Narrowcasting can result in a smaller audience, but the viewers are more inclined to engage with the content and likely to purchase products.

Changes in TV Production

The deterioration of the Big Three Networks coincided with a diverse range of cable TV options and a shift in audience preferences.
Technological advancements provided a wide variety of programs, less media constraints, and enhanced viewer choice over timing.

Key Features of the Post-Network Era

Defined by the 5 C's: choice, control, convenience, customization, and community.
Technological changes like VCR and DVR revolutionized viewing habits, making traditional broadcasting schedules less relevant.

Evolution of Style and Narrative

Changes in TV style shifted from an economic focus to an aesthetic emphasis, prioritizing quality.
Networks revived storytelling techniques inspired by old-school radio, highlighting authorship and ensemble casts (e.g., Friends, Seinfeld, The Simpsons).
The narrative landscape evolved with the rise of producers-auteurs, dramedies, and a resurgence of sitcom formats.

Cable Proliferation

The cable proliferation period reflects significant industry growth and expansion.
By 1995, cable penetration reached 66.8% of U.S. homes, indicating widespread adoption.

Direct Broadcast Satellite (DBS)

DBS began in 1994, providing satellite-based services that deliver hundreds of channels directly to households for a monthly fee.

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Description

Explore the key concepts of the post-network era, including the shift in audience behavior and the impact of cable channel proliferation. This quiz will help you understand how media consumption has evolved with the rise of narrowcasting and various devices. Test your knowledge with flashcards that cover the essential terms and definitions in this field.