¶ … future of broadcast network television is and suggest some possible strategies that networks (not cable) might engage in to increase their viewership and maximize their profit potentials
What is the future of broadcast television?
Traditional broadcast television, for all intents and purposes is dead. Yes, it still exists in some forms: there have been 'must see' shows in recent years, such as Lost and Modern Family. But the nation will never again huddle around a few television stations, all united by a common bond of viewership. During the 1970s and 1960s, television was the central uniting thread linking Americans of all races, creeds, and economic classes. Everyone stopped to watch the Vietnam War unfold on the news, to see racial issues dramatized in All in the Family or to watch hot new artists on American Bandstand. Today, television is atomized and segmented. Moreover, even the best of television does not have the cultural centrality and significance that it once did, in the pre-Internet era. The new vocabulary that has been integrated into the common discourse is all virtual: 'meme,' 'viral,' and, of course, 'Google.' The online world is far more culturally significant than any single television program.
Even before the Internet, because of the ability to videotape movies and shows, and even simply to engage in channel-surfing more easily than before, network television was growing more segmented in its positioning (Hilmes 124). Because of this segmentation, television has inevitably grown less relevant. What was so meaningful about broadcast television in earlier eras was its unifying, democratic quality and the way it provided all Americans with a common cultural language. That is no longer the case.
During the 1990s, broadcast television's greatest fear is that it would be eclipsed by rising cable viewership. Today, the fear by the major television stations and cable companies is that viewers...
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