CHAPTER 1: HISTORY AND DIFFERENT KINDS OF TELEVISION
Television was invented in the early 19th century but took general publics attention after WW2. People very soon realised the power of this medium to reach masses. It was the only medium to provide sight, sound and motion together. Today this medium of Television is available in three forms;
ÃÂ· Broadcast TV
ÃÂ· Cable TV
ÃÂ· Satellite TV
This reaches the audiences through the transmission of electromagnetic waves in air. Even today Broadcast TV attracts the largest amount of national Advertising dollars. At present Canada have 127 commercial TV stations. Broadcast channels are transmitted either on VHF (Very High Frequency) or UFH (Ultra High Frequency).
Cable TV reaches its audience through wires going house to house. Though it's been around since late 1940's but progressed in the 70's. It drew a huge number of broadcast viewers. Cable networks have provided an Audience Fragmentation, which helps companies reach their specific target market more accurately.
Today more than 77% of the US households have a cable connection.
Satellite technology is recent but is growing. Signal are sent to the satellite and then delivered back direct-to-home. Some of them offer around 500 channels to a single mini dish across the nation.
Satellite and cable channels have a nominal fee.An average home in US watches 7.26 hours everyday of TV/Cable/VCR
CHAPTER 2: TELEVISION AS MEDIUM
The advertiser buys ads. Based on the viewing audience of each program. Advertiser can buy time on TV by sponsoring entire program, participation basis in a program with others, purchasing spot announcements between programs and purchasing spots from syndicates
Here the advertiser is responsible for both the program content and the total cost of production. Single sponsorships are usually limited...