Multi-channel transition

Multi-Channel Transition-Began in the early 1980’s and lasted about 20 years. There were many changes that happened during this transition such as the invention of the remote control, the video cassette player, and analog cable systems expanded viewer’s choice and control. Producers adjusted to the government regulations and networks were forced to give up some of the control they had over program creation. Subscription channels emerged with no advertisements and the method for measuring audiences grew with the Nielson’s People Meter. This era gave viewers more choice and control over what and when they wanted to view a program. New broadcast networks emerged such as FOX in 1986, The WB in 1995 and the UPN in 1995 and all added great competition to the original networks, NBC, ABC, and CBS. The percentage of people who watched network television dropped from 90% to 64% in the 1980’s. The remote control became standard on most television sets in the 1980’s and that helped the viewers break away from the network era. The VCR further helped viewers to break away from the network era by enabling them to record a program and view it when they wanted to the VCR also allowed people to build personal libraries. All of these new innovative technologies allowed the viewer greater choice and control over specific media. The emergence of so many new networks and channels changed the type of programming produced in order to gain more rating points. Producers started to develop programs that might be more satisfying to a specific audience member. Producers and advertisers were now able to target specific people and appeal to a narrower group. The ability for cable channels to succeed with smaller audiences made broadcasters mission more difficult, because viewers now had the option to choose which program would satisfy their needs.

References

Lotz, Amanda D. (2007) The Television Will Be Revolutionized. New York, NY: New York University Press. p. 12-15