by Daniel Stephens

Created on: January 24, 2007   Last Updated: May 09, 2007

Ron Kaufman writes, only the extremely nave believe they are not affected by television advertising.' (Kaufman, 2004) It's a bold statement but considering U.S broadcast media began out of a necessity to sell a product, it is one that deserves attention.

According to Herman and McChesney, U.S broadcasting arose first as a derivative of radio equipment manufacture, the producers needing regular broadcasts to stimulate radio sales.' (Herman, McChesney, 1997. pg, 138) They go on to say the idea that it would be a vehicle for advertising was considered outrageous' in the 1920s, but as early as 1946, commercial radio networks had achieved dominance and the FCC (the newly appointed regulator whose duty', according to the National Association of Broadcasters was to assure adequate public service'), was being defensive. They spoke of sustaining programmes' where commercial decisions concerning programme structure, can be redressed.' (ibid. pg. 139) In addition, the FCC's regulatory system was poorly managed. McChesney implies that it was corrupt as he explains that Charles Denny pushed for a plan that basically gave [commercial broadcasters] NBC and CBS near monopoly control' only to quit and triple his salary as a NBC executive. (McChesney, 2004. pg. 42) Regulations such as the Fairness Doctrine' were never enforced to require commercial broadcasters to do ample public affairs programming.' (ibid. pg. 44) In effect, what began as a medium to sell products, (but was hailed for its potential contributions to education, religion, children's enlightenment and high culture', or what Herman and McChesney would consider its use for a well-developed public sphere') became an industry that needed to sell itself in order to survive. As public service broadcasting was moderately rated', commercial television and radio networks realized the higher the rating for a programme, the higher the price of advertising would become and thus as time became saleable and its price rose, the pressure for higher ratings and good demographics increased.' (ibid. pg 139))

Ultimately however, U.S broadcast media, especially television, is a product of the free market. Citing Secretary of Commerce Herbert Hoover's involvement as being crucial to this idea, McChesney states that because he was adamant in his belief in the superiority of having broadcasting in the hands of private enterprise', research acknowledges the development of broadcasting as a capitalist industry was effectively unavoidable

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