ERIC Number: ED299604
Record Type: Non-Journal
Publication Date: 1988-Nov
Pages: 24
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
The Dependency Model and the Syndication Rule.
Williams, Wenmouth, Jr.; Tankel, Jonathan David
In 1970, the Federal Communications Commission passed the Prime Time Access Rule, which directly affected the participation of the three commercial television networks in the production, transmission, and syndication of prime time programs. The result of this decision, as modified over the years since 1970, has shaped the television industry with respect to prime time television program production. The use of the Resource Dependence Model (developed by Gerbner and modified by Turow) will help in understanding this event and media history in general, and in analyzing the various participants in the event in terms of the power roles they play. As network television developed between 1947 and 1970, the essential resource changed from programs to transmission. Facilitating this change was the national penetration of network television and the capacity to record programs. The three networks controlled programming in order to attract or create audiences to be sold to the advertisers. The purpose of the syndication rules was to reduce the power the networks had over syndication rights for programs prior to their broadcast. The result of these rules was to alter the network's leverage over other, independent, producers and to improve their access to the audience through the exhibitor or local stations. If the model has accurately analyzed the situation with regard to power and environment it is also useful as a predictive tool and to help understand the historical development of broadcasting policies. (Thirty references are appended.) (MS)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A