The broadcasting industry's trade association, the National
Association of Broadcasters (NAB), sought to sanitize television
content via its self-regulatory document, the Television Code. The
Code covered everything from the stories, images, and sounds of TV
programs (no profanity, illicit sex and drinking, negative
portrayals of family life and law enforcement officials, or
irreverence for God and religion) to the allowable number of
commercial minutes per hour of programming. It mandated that
broadcasters make time for religious programming and discouraged
them from charging for it. And it called for tasteful and accurate
coverage of news, public events, and controversial issues. Using
archival documents from the Federal Communications Commission, NBC,
the NAB, and a television reformer, Senator William Benton, this
book explores the run-up to the adoption of the 1952 Television
Code from the perspectives of the government, TV viewers, local
broadcasters, national networks, and the industry's trade
association. Deborah L. Jaramillo analyzes the competing motives
and agendas of each of these groups as she builds a convincing case
that the NAB actually developed the Television Code to protect
commercial television from reformers who wanted more educational
programming, as well as from advocates of subscription television,
an alternative distribution model to the commercial system. By
agreeing to self-censor content that viewers, local stations, and
politicians found objectionable, Jaramillo concludes, the NAB
helped to ensure that commercial broadcast television would remain
the dominant model for decades to come.
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