Commercial broadcasting in America

Paid programming

Commercial broadcasting overlaps with paid services such as cable television and radio and satellite television and radio. Such services are generally partially or wholly paid for by local subscribers and is known as leased access. Other programming (particularly on cable television) is produced by companies operating in much the same manner as advertising-funded commercial broadcasters, and they (and often the local cable provider) sell commercial time in a similar manner. The FCC's interest in program control began with the chain-broadcasting investigation of the late 1930s, culminating in the "Blue Book" of 1946, Public Service Responsibility for Broadcast Licensees. The Blue Book differentiated between mass-appeal sponsored programs and unsponsored "sustaining" programs offered by the radio networks. This sustained programming, according to the Blue Book, had five features serving the public interest:

• Sustaining programs balanced the broadcast schedule, supplementing the soap operas and popular-music programs receiving the highest ratings and most commercial sponsors
• They allowed for the broadcast of programs which, by their controversial or sensitive nature, were unsuitable for sponsorship
• They supplied cultural programming for smaller audiences
• They provided limited broadcast access for non-profit and civic organizations
• They made possible artistic and dramatic experimentation, shielded from the pressures of short-run rating and commercial considerations of a sponsor.

Commercial broadcasting is the dominant type of broadcasting in the United States and most of Latin America. The best-known commercial broadcasters in the United States are the ABC, CBS, Fox and NBC television networks and the Clear Channel Communications radio network, based in the United States. Major cable television in the united states operators include Comcast, Cox Communications and Time Warner Cable. Direct-broadcast satellite (DBS) services include DirecTV and Dish Network.

In an hour of broadcast time on a commercial broadcasting station, 10 to 20 minutes are typically devoted to advertising. Advertisers pay a certain amount of money to air their commercials, usually based upon program ratings or the audience measurement of a station or network. This makes commercial broadcasters more accountable to advertisers than public broadcasting, a disadvantage of commercial radio and television.

Дата добавления: 2014-12-23