Section 1
Question 1
In order to understand the most influential technology in broadcasting, it is imperative to first understand the meaning and concept of broadcasting. Broadcasting is identified as a means by which audio and/or video content is distributed to a dispersed audience. This is done through a mass communications medium, mostly one that uses electronic magnetic spectrum, otherwise referred to as radio signals (Gielan, 2015). With this approach in mind, the greatest innovation technology of the 20th century was the coaxial cable.
The coaxial cable is a cable that has a conductor in its inner workings and which is surrounded by an insulated layer tubular in shape. This invention was considered groundbreaking as it overdid other cables that could not transmit signals over a long distance. In this case, the coaxial cable solved this problem as its physical characteristics and constructions allowed for signal transmission without any interference. This was achieved through the insulation cover that prevented distortion of the signal carried in the inner conductor.
The consideration of the coaxial cable being the greatest innovation lies in its application in the context of broadcasting. This cable is used in the transmission of radio frequency signals. In this case, these signals are transmitted from the mast through transmission lines to receivers which receive the signal through their antennas. Even though the FM radio is a great technology, it would have been rendered useless without the application of a coaxial cable that allowed for signal distribution.
In addition, the cable was predominantly used in computer networks. This indicates it was part of the evolution of the internet, which is considered the greatest innovation of humankind. It laid the foundation of development of other cables that are still used in networking, such as the twisted coaxial cable. However, it is still used in the cable modem market, a growing consumer segment that uses modems for broadband internet access.
Question 2
The Media Richness Theory asserts that the richness of a communication media is determined by its ability to communicate and ultimately change understanding. In this case, different media have different capacities to achieve this objective, hence have varying degrees of richness. This theory aimed at resolving communication issues such as understanding complex messages and facilitating clarity of ambiguous contexts (Eid, 2012). The determination of the richness of any type of media is based on four characteristics as indicated below:
The ability to facilitate and receive feedback instantly
The ability of a medium to communicate multiple cues such as body language, tone, facial expressions, amongst others, at the same time
The medium’s ability to provide a personal focus
The application of natural language
In this case, this theory can be applied in different types of communication received by the American population as explained below:
Quiz-show Scandals. The scandals involved cheating on quiz shows that were broadcasted on television in the 1950s. The contestants colluded with the shows’ producers in order for television networks to receive high ratings. Various discoveries were made in relation to this case, and which ultimately confirmed upon Van Doren’s televised admission as both a victim and cause. This led to public mistrust in quiz shows, leading to a majority of networks cancelling their line-ups. Since the scandals provided a personal focus on the lives of contestants, and the use of television as a medium that communicated both voice tone and facial expression, reinforced the evidence brought to the surface.
U-2 Spy Plane Incident. This incident involved a diplomatic crisis situation between the United States and the former USSR. In this case, the US had sent spy planes to Russia in a bid to obtain information about their weaponry. However, one of these was shot down by the USSR and captured the pilot, Gary Powers. The US reiterated by indicating the plane was a weather plane and not a spy plane. Upon release of Power’s and the plane’s wreckage photographs and the USSR leader’s confirmation, the US confirmed the spy plane. This affected public trust in the Eisenhower’s administration and intense scrutiny and criticism against the government.
Watergate. The eruption of the scandal that involved the then president Nixon was revealed by two reporters. In addition, the scandal also involved the release of White House tapes that had recorded information between the president and other individuals, proving his participation in the scandal. This eroded public trust in the government and the presidency. The scandal had multiple cues hence leading to public mistrust.
Question 3
Broadcasting is at times considered dead, following its application. The introduction of new technologies has threatened to take its place. Broadcasting has been mostly connected with the use of radio and television. In the past, these innovations were central to the communications field as they could allow transmission of the message to a wide audience, irrespective of their geographical location. However, technological advancement as witnessed in the internet age has threatened these innovations. The transmission is now being done online, as witnessed by the establishment of an online presence by even news organizations. This has compromised the future of the radio and television.
On the other hand, broadcasting has been seen as a force to reckon with, as it is seen as taking over the world, with no indication of slowing down. This trend can be attributed to the internet. This context can be related to the concept behind broadcasting as identified above. In this case, since broadcasting involves the transmission of signals which carry the content’s message and transmitted to a wider audience, the internet fits this description as a broadcasting media. In this context, the internet has allowed the transmission of communication messages around the world without any geographical restrictions. As such, it has surpassed television and radio media over its undisputed global coverage in the transmission of messages.
The future of broadcasting will involve the undertaking of drastic changes in the industry. This is in connection with traditional media of radio and television. The internet age has resulted in radical technological advances and innovations that have proved difficult for the broadcasting industry to keep up. In this case, the latter’s room for growth is impeded owing to the limited capabilities of expansion of television and radio equipment (Hilliard and Keith, 2012). In as much as these media have embraced technology, as seen from analogue to digital transmissions, this trend is limited owing to constituent equipment in the industry.
In spite of the expected technological changes, the term ‘broadcasting’ should not change. This is because these new innovations are still providing the same element of message transmission to a wide audience, the same concept as that held in broadcasting.
Section 2
Question 1
When Leonard Goldenson entered the entertainment industry, he saw the immense potential the television industry had. In this case, he started at the United Paramount Theatres and became the president of the company. At this point, Goldenson expanded the theatre company through its merger with the American Broadcasting Company (ABC). The company was one of the least performing companies in the industry. However, he reduced the competitive rift through the incorporation of innovative programs from the Hollywood company, Warner Brothers and facilitated the televised content of motion pictures that had been shelved from their filming. The production arm of the company churned out various productions, such as Cheyenne. This show became the predecessor of television western that was a favorite among the American audience. Through this strategy, the company raked in millions of televised views from the public. In addition, the introduction of the popular miniseries, Roots established ABC as a company to contend with as it led in the highest number of ratings for three years in a row.
Question 2
Farnsworth is credited to be the father of the modern television. His invention, which he started envisioning from an early age, was groundbreaking technology that the world had previously never seen before. The dominating communication medium at the time was radio. The recognized company that was in control of the radio industry was the Radio Corporation of America (RCA) led by David Sarnoff. Sarnoff had managed to dominate the radio industry by legal maneuvers that had forced smaller companies to run out of business. When Farnsworth started on his television invention, Sarnoff saw the huge potential in the television industry. Since RCA was famed for collecting royalties and not paying them, Sarnoff sought to seek RCA’s own patents that competed with Farnsworth’s. This led to numerous court battles at the US Patents Office leading to the accumulation of legal fees. As a result, the research and development monies that Farnsworth had accumulated were spent in his legal battles against RCA. Since the 1930s saw the eruption of the Second World War, the would-be television industry had slowed down. As a result, in order to remain afloat, Farnsworth sold to RCA for a measly one million dollars.
Question 5
The Act was meant to change the unfriendly Communication Act of 1934. The latter case had been premised on the theory that the area of communications networks was a natural monopoly. As such, it outlawed any active competition to the main network monopolies at the time. However, in the 1960s this situation changed following a different form of indirect competition introduced by other networks that focused on long-distance and special access areas or competitive access services. Therefore, the commissioning of the 1996 Act was meant to change the old economic model founded on monopoly to a market competition one that meant to remove barriers of entry to the communications industry.
As such, the Act of 1996 was seen as a success as its saw the establishment of several competing companies that opened the local markets as well as the exchange access markets to interested companies. In addition, it allowed for a sustainable market that saw different competing companies share resources and assets.
References
Gielan, M. (2015). Broadcasting happiness: The science of igniting and sustaining positive change. Hoboken: Routledge
Eid, R. (2012). Successful customer relationship management programs and technologies: Issues and trends. Hershey: Business Science Reference.
Hilliard, R. & Keith, M. (2012). The broadcast century and beyond: A biography of American broadcasting. New York: Taylor & Francis.
