Television: History, Policy

1
TelevisionHistory, Policy Impact
2
Introduction of TV Impact on other media?

• Books
• TVDisplaced leisure reading
• TVIncreased emphasis on book marketability
• Newspapers
• Increases in visual presentation (USA Today)
• Disappearance of afternoon papers
• Magazines
• Demassification smaller audience segments
• Music Recordings
• MTV Syndrome
• Radio
• Reshaped format recorded music targeted
  audiences
• Movies
• Project planning includes ancillary markets (TV
  cable broadcast, home video, sound tracks,
  toys, etc.)

3
Structure of the TV Industry

• Broadcast TV - Networks
• ABC, CBS, NBC, FOX
• Cable Television
• Basic Pay Channels
• Satellite Delivery Systems
• DirecTV
• Corporation for Public Broadcasting
• PBS

4
Our Topic for MondayPBS

• Guest Speaker
• David M. Fogarty President General Manager of
  Think TV
• http//www.thinktv.org/about/future.html
• Discussion Questions

5
Television Policy

• Television Ratings the V-Chip Mandate

6
A History of Public Concern

• Decades of research on TV violence
• Public organizations take a stance
• Telecommunications Act of 1996
• Ratings implemented in 1997
• V-Chip technology rolls out 1999/2000

7
V-Chip Ratings (TV Parental Guidelines)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12
(No Transcript)
13
The V-Chip StudyWe wanted to know

• Access
• Must have a new TV set
• Information
• Must possess awareness understanding
• Impact
• Does V-Chip influence viewing?
• Does it influence family dynamics?
• What factors outside the family shape use?

14
The Research Approach

• Longitudinal field experiment
• Home environment
• Collected data about the natural environment
• Multiple assessments
• Media activity logs
• Telephone Interviews
• Home Visits
• Longitudinal
• Followed families over a 1 year period
• Two waves of data collection

15
Method

• Sample
• 150 mother-child pairs
• Target children 7 10 years
• Diverse SES backgrounds
• Apparatus
• V-Chip equipped TVs in homes
• Conditions
• High Information
• Low Information
• Control

16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
Did the families use the V-Chip?

• 49 (n53) tried the V-Chip
• Of those who tried, 17 (n9) had the V-Chip
  programmed and engaged at our last home visit

21
Reasons for not using the V-Chip
22
Use is a multidimensional concept

• Tried and Turned Off
• Unlocking too time consuming
• Other adult unhappy
• Didnt block enough or too many
• Didnt need it
• Parents wanted to watch their shows
• Tried and Failed
• Perceived as complicated
• Missed a step in the program process
• Compatibility
• Mechanical failure
• Tried and Didnt Know it
• Someone else programmed the technology

23
V-Chip Users

• n9 families
• Distinguishing characteristics
• Married
• Caucasian
• Younger children
• Homemaker
• Worked less
• Higher income
• Fewer TVs in child bedrooms
• More skill with V-Chip
• Greater technical efficacy
• Greater concerns about TV

24
Implications?

• Effectiveness of TV Ratings V-Chip Technology
• Parents as Gatekeepers of Media Content
• Public Outreach Efforts
• Universal Ratings System

25
(No Transcript)