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more of the unique signal to pass and even permitted Walson to hold a higher variety of channels. With expanded bandwidth and new, highly effective sign boosters developed by Milton Jerrold Shapp, who would later turn out to be Pennsylvania’s governor, these systems began experimenting Page 188with the importation of distant signals, utilizing wires not only to supply improved reception but additionally to supply a wider variety of programming. They began delivering unbiased stations from as far-off as New York to fill their then-wonderful 7 to 10 channels. By 1962, 800 systems had been providing cable tv to greater than 850,000 houses. The trade today is composed of 5,208 individual cable systems delivering video to fifty three million households, excessive-velocity Internet to 61 million, and digital telephone to 31 million. The business generates revenues of over $108 billion, with about 10% of that amount earned via advertising Internet & Television Association, 2017. Throughout the Fifties the networks served primarily as time brokers, offering airtime and distribution and accepting fee for access to both. Except for their own news and sports activities coverage, the networks relied on exterior agencies to offer applications. An promoting company, for example, would rent a production firm to provide a program for its shopper. That shopper would then be the show’s sponsor—The Kraft Television Theatre and Westinghouse Studio One are two examples. The company would then pay a network to air the program over its nationwide collection of stations. This system had enriched the networks through the heyday of radio, they usually saw no purpose to vary. But in 1959 a quiz present scandal enveloping independently produced, single-advertiser-sponsored programs changed the way the networks did enterprise. When it was discovered that popular reveals like The $64,000 Question had been mounted by advertisers and producers to ensure desired outcomes, the networks, mindful of their reputations, had been determined to take control of their schedules. They, themselves, started commissioning or buying the leisure fare that filled their broadcast days and nights. Now, quite than promoting blocks of time to advert companies and sponsors, the networks paid for the content they aired via spot industrial gross sales promoting particular person 60-second spots on a given program to a wide variety of advertisers. As a result, the content of tv was altered. Some critics argue that this change to spot gross sales put an finish to the golden age of television. When sponsors agreed to connect their names to packages, Alcoa Presents or the Texaco Star Theater, for example, they had an incentive to demand high-quality programming. Spot gross sales, with network salespeople offering small bits of time to a number of different sponsors, lowered the demand for quality. Because individual sponsors weren’t recognized with a given present, they had no stake in how properly

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