This paper examines the role that standard-setting plays in the adoption and growth of new technologies, particularly in the development of electronic media. Background on technological standardization is provided in the first section, including discussions of the costs and benefits of standardization and the timing of standards setting. The second section presents discussions of standard setting for various telecommunication media: (1) monochromatic television; (2) color television; (3) stereo television; (4) AM stereo; (5) teletext; and (6) direct broadcast satellites. Lessons from Federal Communications Commission (FCC) behavior in telecommunication standardization are described. The third section describes advanced television systems as a new agenda of the FCC and considers prospects for a U.S. advanced television standard. (44 references) (GL)