Introduction to Mass Media TV Changing Channels 2

Introduction to Mass Media TV: Changing Channels 2

TV: what do you watch • Program or advertisement?

TV Delivers an Audience to Advertisers • “The most common misconception most people have about television concerns its product. To the viewer, the product is the programming. To the television executive, the product is the audience. ” -----TV commentator Jeff Greenfield

History of TV • “visual wireless”, “visual radio”, “electric vision” • “Television”: programs delivered by antennas through over-the-air signals. First appear in 1907 Scientific American • Morse telegraph (1835) and Bell’s telephone (1876) contributed to the invention of TV

History of TV • 1884, Paul Nipkow invented Nipkow disk to transfer pictures, “electric telescope”

History of TV • Gugliemo Marconi put sound on airwaves (1899) • De Forest invented Audion tube, amplified radio wave so people can hear it (1907)

History of TV • Vladimir Zwurykin from Westinghouse developed an electronic system to transfer visual image. • Farnsworth invented cathode ray tube, patented in 1930.

History of TV • 1939, First TV commercial about World’s Fair in NYC • David Sarnoff (RCA) displayed first TV sets 5 inch and 9 -inch ($199. 50 and $600) 1939 TV sets • David Sarnoff’s talk at the launch of TV sets

Network • Network: A network is a collection of radio or television stations that offers programs, usually simultaneously, throughout the country, during designated program times. • NBC by David Sarnoff • CBS by William Paley • ABC (grew out of NBC’s old Blue network)

Television outpaces radio • TV news add pictures • Most TV entertainment programming was derived from radio except talk show, which appeared first on TV and then moved to radio • The situation comedy proved to be one of TV’s most durable types of programming.

TV programs • • Variety shows: America's Got Talent Situation comedies: Friends Drama: Prison Break Detective Stories: CSI Movies Soap Operas: General Hospital Talk Shows: Late Show with David Letterman Quiz Shows: Are you smarter than 5 -th grade?

TV at work • • Sales Programming (news and entertainment) Production Engineering Traffic: integrate ads with program, all ads on air Promotion: for the station Public affairs: organize public events Administration

Some Terms of TV • Prime time: TV time period 7 -11 pm • Rating: the percentage of the total number of households with TV sets tuned to a particular program. • Share: The percentage of the audience with TV sets turned on that is watching a particular program

TV platform • Free satellite (Free to Air, FTA TV, dominant) • Pay satellite • Cable • Terrestrial • IP TV

Major Broadcasting Groups in the region

Some Facts • Pan-Arab Audience Population: 250 million • Pan-Arab Satellite TV channels: over 600 • The MBC Group is the dominant broadcasting group, accounts for over 40% of viewing share and 50% of advertising. • Why?

Why MBC? • Range of channels, languages and genres • 24 -hour news channel, Al Arabiya, • Drama and entertainment channels in Arabic, English and Persia • Anchor channel MBC 1: general family entertainment.

Pan-Arab Channel Viewing Share (FTA satellite) 22% 7% 53% 7% 6% 5% MBC 1 22% MBC 4 7% MBC 2 7% Saudi TV 1 6% Al Arabiya 5% 469 channels 53%

FTA market suffers from low advertising revenue • 60% lower than western Europe. • Audience is fragmented across 600 channels • Lack of accurate and widely accepted audience measurement systems to provide audience data. • Pan-Arab FTA TV doesn’t offer targeted advertising by country, lower rate ad

Pan-Arab advertising spend by category of advertisers Hygiene/ House care products 23% Communication/Utilities 15% 23% 35% F&B/Tobacco 13% Government 8% 15% 6% 8% 13% Publishing Media 6% Other 35%

Pay-TV • Free satellite and terrestrial are adopted by 95% TV households. • 5% for pay-TV, one of the smallest

Major Pay-TV Operators • Arab Radio and Television Network • premium sports and Arabic content • Orbit-Showtime Network (merged in 2009) premium Western and Arabic content, sports, news, kids, movies and series • Al Jazeera bought premium sports from ART

New Technology Expands TV’s Focus • Digital Video Recorders (DVRs) provides viewer what to watch and when • HDTV offers better picture, industrial standardized in 2009 • Apple TV (Video streaming) • 3 -D TV

TV offers a new vision • Cable, satellite and internet program services are able to deliver program to screen as small as a cell phone • In the future, TV will serve with unlimited program including 3 -D programming. • Television is exploding, “telepresence” “a wave that is not possible to stop”