The media generation

Schley, Stewart
December 2005
CED;Dec2005, Vol. 31 Issue 13, p12
Trade Publication
The article focuses on the business strategy followed by cable operator to increase television audience. Despite the vast popularity of family TV programs, it didn't take long for network executives to discern that audiences could be cultivated in a different manner, effectively by dividing and conquering. In August 1950, the American Broadcasting Company began broadcasting two programs aimed at kids: "Animal Clinic," featuring live animals; and "Acrobat Ranch." In the early 1960s, networks began a longstanding practice of televising cartoons on Saturday mornings, provoking another weekly ritual in millions of U.S. households. After this, the parsing of audiences into demographic subsets, and the eager embrace of new media options by young people, has been going on.


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