TITLE

Let's redefine what 'broadcasting' means

AUTHOR(S)
Murtaugh, Pam
PUB. DATE
March 1999
SOURCE
Advertising Age;3/8/1999, Vol. 70 Issue 10, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the status of television broadcasting in the U.S. in 1999. Television networks' fundamental misconception about programming is that people watch what they like. But liking is secondary to feelings people want to feel. The two are easy to confuse. A show that delivers the right feelings is likable and feelings do correspond to time slots. To succeed, the networks need to redefine some basics. Opportunity is finding the feelings that are out there to target. Quality in a viewing experience is building stories and casts that keep the focus on the targeted feeling.
ACCESSION #
1638160

 

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