Cable television. Satellite television.

Theoretically, anyone in the United States can start a newspaper or magazine, but to become a radio or television broadcaster one must be granted a portion of the limited radio-television spectrum by the government’s licensing board, the Federal Communications Commission (FCC). For the most part, the American broadcasting system has always been a commercial system. It is supported by money from businesses that pay to advertise goods or services to the audience. Advertising messages are usually presented as 15, 30, or 60-second commercial announcements before, during, and after programs. Commercial broadcasting is a huge industry bringing in profits of about 1.8 billion dollars annually. As of 1984, there were over 8, 000 commercial AM and FM radio stations and over 850 commercial television stations. Attracting a smaller audience, there is also noncommercial public broadcasting for radio and television. The funding for public broadcasting comes primarily from congressional appropriations, grants from foundations, and contributions from viewers. The programs, often educational or cultural, appeal to highly selective audience.

The number of radio and television broadcasting stations provides for wide diversification in programming. Most radio stations offer listeners a variety of music programs, including country-western, pop music, classical music, and jazz. Other stations feature news, talk interviews and discussions, and religious programs exclusively.

Most commercial television stations are affiliated with one of the three major networks, ABC (American Broadcasting Company), CBS (Columbia broadcasting Service), and NBC (National Broadcasting Company). Networks are essential program distribution companies. A network buys programs from independent television production companies, most of which are located in Hollywood, and distributes these programs across the country to television stations that are affiliated with the network. The network is paid by advertiser to insert commercial announcements on the programs the network buys. Because networks are commercial systems dependent on advertising, they compete with each other

for viewers and are intent on choosing programs that will win high audiences ratings. Programs that aim at mass entertainment are preferred over educational and news programs. Evening news programs and other news shows are often criticized for concerning themselves with entertainment. Critics charge that networks often emphasize the personalities of newscasters at the expense of issues of public importance.

Viewers whose tastes are not satisfied by the many offerings of network and local programs are now increasing their options by subscribing to cable television. About 35 million Americans pay a monthly fee of approximately $17.00 for greater selection. Cable companies can program 40 different channels, providing viewers with many specialized programs such as Hollywood musicals, local theater productions, and recent film releases.

Satellite TV was originally designed to offer a greater selection of programs to people in rural areas that could not easily be connected to the cable system. It now provides anybody who is ready to have a satellite dish installed in his or her backyard with the same programming as cable TV. There has been a controversy recently as to the viewer’s right to freely receive signals that are beamed down onto his or her property. The so-called superstations, which are in fact small independent stations, utilize the power of both cable and satellite to program nationwide. Conventional television has had to struggle to retain its audience as people switch over to cable viewing or satellite TV.

As responsive as television is to the audience ratings, many critics complain that producers and networks executives should be more sensitive to the effects of television violence on children and adults. The debate over the possible link between the amount of violence on television and the amount of violence in society has not yet been resolved. However, protest did lead to the introduction of “family viewing time” from seven to nine o’clock in the evening. During these hours, adult programs containing violence and sexual suggestiveness are kept to a minimum. There is a considerable amount of citizen involvement on other issues as well. For example, there are groups that lobby for a better standard of children’s television, and other groups associated with the religious right, which object to explicit language and immorality on the television screen.