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eBook details

• Title: Measuring Quality Television.
• Author : Federal Communications Law Journal
• Release Date : January 01, 2003
• Genre: Law,Books,Professional & Technical,
• Pages : * pages
• Size : 238 KB

Description

I have read Newton Minow's famous speech, "Television and the Public Interest," (1) and I decided to assess how (or indeed, whether) the United States's broadcasting industry successfully responded to his challenge to improve the "vast wasteland" that was television in 1961. It is easy enough to insert television programming schedules into a computer and tabulate the number of hours dedicated to situation comedies, public affairs, drama, education, news, sports, etc. I could also perform a wide array of more granular content analyses, such as tabulating the number of acts of violence we see during prime-time viewing, or describing the number of beer commercials aired during weekend sports programming, or specifying the percentage of Latinos in desirable professional roles in dramas. Finally, I could discuss the enormous amount of specialized programming now available via terrestrial and satellite multi-channel networks. Empirically, we can learn a lot about how television has changed since 1961. So I did all this. Along with some trusted colleagues, I spent the past six months in computer and media laboratories (usually wearing a white lab coat) exhaustively measuring and assessing America's television output since 1961. We scanned and coded millions of programming hours of television, including advertisements and public service announcements. My team employed a complex computer algorithm to study this material, factoring in America's broad diversity, yet also accounting for certain common social values. Also, we were able to input 1500 audience personality prototypes to ensure that even idiosyncratic viewers' experiences were not overlooked. Moreover, we particularly focused on certain social ills (violence, low educational attainment, etc.) for which everyone knows the media are responsible. Finally, unlike those other media studies you will no doubt read, my team was able to use live test subjects to account for remote-control channel surfing behavior and late-night semi-conscious viewing habits.

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