Chapter 1

Introducing Electronic Media

You already know a lot about electronic media. Questions to ponder: What did 9/11 and other disasters teach us about media systems? Why can you get by with saying something on Comedy Central but not on FM radio? Why do shows you like get cancelled? Why do so many radio stations sound alike?

1.1 What it Means Convergence The coming together of, blurring lines between, radio, TV, cable, telephones, computers, mail. Volatile Markets Use of the Internet has taken audience away from broadcast TV, cable TV and radio.

The Democratization of Media Audience has much more control over programming than ever. Customizable media universe. VCRs Time shifting, zapping. DVRs TiVo MP3 players, video on cell phones. End of appointment television? Internet provides enormous choice, freedom of expression.

The Effects of Government Policy Telecommunications Act of 1996 brought about deregulation. Allowed companies to own hundreds of stations. Clear Channel: 1,200 radio stations. Critics: Companies too powerful. Supporters: Many stations would not survive otherwise.

1.2 The Players Broadcasting over-the-air TV/radio. Strengths: Localism, free. Cable 58% of U.S. households; more diversity of programming. High-speed Internet and telephone. Direct-to-home satellite Newspapers web versions. Telephone cable, cell-phone video. Computers/Internet versatility.