Television Into the 21st Century
Television into the 21st Century
Regulatory Action
Cigarette Advertising Ban
The early 1970s witnessed major regulatory actions in television advertising, notably the prohibition of cigarette commercials.
This initiative stemmed from the 1964 Surgeon General’s report linking cigarette smoking to health risks.
By 1967, the FCC ruled under the Fairness Doctrine that anti-smoking messages deserved airtime to counter tobacco advertising.
When the Federal Trade Commission (FTC) proposed a complete ban on cigarette advertising, broadcasters protested due to financial concerns; approximately 10% of their advertising revenues originated from cigarette ads.
Congress eventually enacted a law forbidding cigarette advertising after January 1, 1971, although an exception was made for New Year’s Day football games.
The Fairness Doctrine
The Fairness Doctrine was an FCC policy that existed from 1949 until 1987.
It mandated that licensed broadcasters offer balanced and contrasting perspectives on significant controversial issues to mitigate bias.
Its repeal in 1987 occurred during the Reagan administration; its supporters contended it infringed on free speech and acted as an impediment in an evolving media landscape.
Nixon and the FCC
The Financial Interest and Syndication (fin/syn) rules introduced in 1971 took years for implementation, while the Prime Time Access Rule (PTAR) had a more immediate effect.
PTAR required networks to cease providing their feed during the initial hour of prime-time, thereby encouraging local content production.
This rule catalyzed the growth of local news and independent productions, introducing a variety of reruns before and after news broadcasts.
The fin/syn rules restricted networks from having financial stakes in programming that they did not fully own, challenging their previously held interests in 98% of the programming in 1970.
Fin-Syn Rules and PTAR
The PTAR, effective from September 1971, aimed to foster local and independent television production by increasing access to prime-time programming.
Previously, prime viewing hours were dominated by network and local news; the access rule led to a reduction of network programming to three hours per evening in prime time.
With the fin/syn rules in effect, networks were inhibited from retaining interests in syndication rights of third-party content.
CBS and Topical Television
CBS revolutionized American television by discontinuing popular series in favor of new programming that reflected societal issues, giving rise to a genre later termed "topical TV."
Programs such as All in the Family, The Mary Tyler Moore Show, and MAS*H emerged, transforming the television format and content significantly within four years.
All in the Family
All in the Family exemplified topical TV, addressing vital societal issues like agnosticism, rape, and racism.
It utilized a living room setting typical of sitcoms but introduced a new form of raw, emotional immediacy through its character-driven narratives and bold topics.
The series featured characters who embodied the cultural and generational conflicts of the era, particularly through the character Archie Bunker who represented traditional views struggling against emerging progressive societal changes.
Mary Tyler Moore and MAS*H
The Mary Tyler Moore Show illustrated the women’s movement through the life of its titular character, a single woman flourishing in a male-dominated newsroom.
This show highlighted women’s independence and sexual autonomy, contrasting previous portrayals of women on television.
The spin-off Rhoda further explored themes of divorce and independence.
MAS*H, while set against the backdrop of the Korean War, implemented satire to comment on the Vietnam War from a contemporary perspective.
NBC and ABC and Sex and Violence
Although free from content regulation by the FCC, networks were encouraged to self-regulate, particularly limiting violent content to post-9:00 pm broadcasts.
The Surgeon General’s report (1972) linked televised violence to adverse societal effects, advocating for remedial actions, which led to the 1996 implementation of a ratings system.
Escapist Fare and Miniseries
The escapist television of the late 1970s reflected broader acceptance of controversial content and transformed sexual topics on screen.
Shows such as The Love Boat and Charlie's Angels epitomized “jiggle TV,” blending lighthearted entertainment with increasing sexual undertones in media.
ABC’s miniseries Roots became a monumental example in 1977, portraying historical narratives of slavery through an ambitious 12-hour series that engaged audiences and achieved critical acclaim.
Cable and Satellite
Early cable systems emerged in regions with poor television reception, delivering broadcast signals through wires for a fee.
By the 1970s, cable began offering unique programming, becoming more commercially viable.
Notably, HBO revolutionized the industry by delivering movies uncut and commercial-free, expanding cable viewership significantly from 8% in 1970 to 23% by 1980.
LA92
The 1992 Rodney King trial and subsequent riots exemplified the intense media coverage provided by cable, influencing public discourse on race and justice.
The O.J. Simpson trial further captivated audiences, revealing systemic issues such as police corruption and racism, largely narrated through a lens of public media.
Mergers and Acquisitions
The consolidation of networks and production studios in the 1990s led to significant changes in media structures, allowing companies to handle both production and distribution seamlessly.
The Children’s Television Act and the Cable Television Consumer Protection and Competition Act introduced some regulation amid growing deregulation and consolidation trends.
Merger Mania
The term "synergy" defined the media landscape of the 1980s and 1990s, describing the exponential benefits of media mergers.
From 1985 to 1995, significant mergers reshaped industries, with Time Warner becoming a prime example of a media behemoth that combined various entertainment and publishing ventures.
The End of the Century
The late 1980s and early 1990s marked a shift towards decentralization, audience fragmentation, deregulation, and a merging content space focusing on minority audiences.
Cable matured as a formidable competitor, prompting changes in network programming approaches and the introduction of more diverse content catering to previously alienated demographics.
Reality Television
Notable reality television programs included:
Survivor
Big Brother
Who Wants to Be a Millionaire
The Amazing Race
American Idol