
The Sponsor
Notes on Modern Potentates
Roscoe Pound(Author)
Transaction Publishers
1st Edition
Published on 30. November 2003
Book
Paperback/Softback
238 pages
978-0-7658-0547-8 (ISBN)
Description
The television sponsor has become semi-mythical. He is remote and unseen, but omnipresent. Dramas, football games, and press conferences pause for a "word" from him. He "makes possible" concerts and public affairs broadcasts. His "underwriting grants" brings the viewer music festivals and classic films. Interviews with visiting statesmen are interrupted for him, to continue "in a moment."
Sponsorship is basic to American television. Even noncommercial television looks to it for survival. A vast industry has grown up around the needs and wishes of sponsors. Television's program formulas, business practices, and ratings have all evolved in ways to satisfy sponsor requirements. Indeed, he has become a potentate of our time.
The Sponsor is divided into three parts. In "Rise," Barnouw sketches the rise of the sponsor, in both radio and television, to his present state of eminence. In "Domain," the sponsor's pervasive impact on television programming is examined, with an emphasis on network television, the primary arena of the industry. And in "Prospect," Barnouw assesses what such dominance has meant for American society, mores, and institutions--and what it may mean for our future. This is a gripping volume about power, how it not only influences programming itself, but how it defines for the average person what is good, great, and desirable.
Sponsorship is basic to American television. Even noncommercial television looks to it for survival. A vast industry has grown up around the needs and wishes of sponsors. Television's program formulas, business practices, and ratings have all evolved in ways to satisfy sponsor requirements. Indeed, he has become a potentate of our time.
The Sponsor is divided into three parts. In "Rise," Barnouw sketches the rise of the sponsor, in both radio and television, to his present state of eminence. In "Domain," the sponsor's pervasive impact on television programming is examined, with an emphasis on network television, the primary arena of the industry. And in "Prospect," Barnouw assesses what such dominance has meant for American society, mores, and institutions--and what it may mean for our future. This is a gripping volume about power, how it not only influences programming itself, but how it defines for the average person what is good, great, and desirable.
More details
Language
English
Place of publication
Somerset
United Kingdom
Publishing group
Taylor & Francis Inc
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 13 mm
Weight
354 gr
ISBN-13
978-0-7658-0547-8 (9780765805478)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions

Book
10/2017
1st Edition
Routledge
€206.40
Shipment within 10-20 days

E-Book
09/2017
Routledge
€64.49
Available for download

E-Book
09/2017
Routledge
€64.49
Available for download
Person
Erik Barnouw
Content
But First, This Message ...; One: Rise; On The Eve of the Sponsor; The First 400; New System; 4: Monopoly Games; National; The Dispossessed; Uprising; Two Worlds; Senator Truman; Transition; QUALMS; Changing the Guard; Going Public; Demographics; Do You Agree or Disagree...?; Two: Domain; The Inner Fortress-the "commercial"; The Outer Defenses-"entertainment"; THE SATRAPIES-"public service"; Sphere of Influence-"culture"; Three: Prospect; Problem: Success; The Medium and the Biosphere; The New Liberation; Genie from the Tube; Jobs Wanted; The Circuses; Empires; Fringe Medium