This book by two leading experts takes a fresh look at the nature
of television, starting from an audience perspective. It draws on
over twenty years of research about the audience in the United
States and Britain and about the many ways in which television is
funded and organized around the world. The overall picture which
emerges is of: a medium which is watched for several hours a day
but usually at only a low level of involvement; an audience which
views mainly for relaxation but which actively chooses favourite
programmes; a flowering of new channels but with no fundamental
change in what or how people watch; programmes costing millions to
produce but only a few pennies to view; a wide range of programme
types apparently similar to the range of print media but with
nothing like the same degree of audience 'segmentation'; a global
communication medium of dazzling scale, speed, and impact but which
is slow at conveying complex information and perhaps less powerful
than generally assumed. The book is packed with information and
insights yet is highly readable. It is unique in relating so many
of the issues raised by television to how we watch it. There is
also a highly regarded appendix on advertising, as well as
technical notes, a glossary, and references for further reading.
General
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