Audience Ratings: Radio, Television, and Cable

By Hugh Malcolm Beville Jr. | Go to book overview
Save to active project

6 Cable Ratings (1979-1984)

Cable television has presented new challenges to the broadcast rating services. Developed originally in the 1940s (and for years known as CATV, Community Antenna Television), cable was strictly an extension of broadcast station coverage. It provided viewers satisfactory station reception in distant or difficult terrain situations by using strategically positioned antenna arrays and amplifiers and coaxial cable lines to carry the pictures to subscribers. The latter were thus able to receive some or additional TV stations with improved picture quality. By the 1960s, however, CATV had become cable. Growing penetration in some major cities such as San Diego and Buffalo, the expansion in number of channels offered to 36, 50 and beyond, and the emergence of Home Box Office and well- financed multiple service operators (MSOs) demonstrated that this was an important new communications medium that went well beyond its CATV beginnings. In 1976, the use of satellites to distribute cable-produced programming nationwide gave HBO, superstation VRTBS, and Spanish International Network (SIN) a major upward thrust. This quickly brought in new cable networks led by CBN and USA. Meanwhile, major MSOs were battling each other and local aspirants to capture franchises in every U.S. city with over 100,000 population. This resulted in a phenomenal growth, with 400,000 new subscribers per month being added as 1984 began and industry estimates placing cable penetration at 43 percent of U.S. television households by July 1984.


I. BASIC CABLE CHARACTERISTICS

In order to understand some of the problems of measuring audiences of cable- oriented programs, one must appreciate the fundamental differences between cable and commercial broadcasting:

-160-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Audience Ratings: Radio, Television, and Cable
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 366

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?