Free Dissertations - Media Dissertations

This Idea That Content Can Push The Success Of Tv Is Fundamental, And The ...


This idea that content can push the success of TV is fundamental, and the success of broadcasting over the years has depended upon the programmes shown, specifically in terms of the types of programmes. Whilst we now have a huge choice of programming options, in the early years of broadcast television it was important to pick and choose the right television programmes. After the coronation, and throughout the later 50's, 60's and 70's, things did improve and the variety of programmes increased. This event was just the catalyst that the UK broadcast television industry needed, and the full potential of television broadcasting was starting to become reality. This shift saw the decline in radio and the emergence of television, with TV license numbers increasing from around 750,000 to 9 million between 1951 and 1958, with the licenses for radio going in the opposite direction and reducing to a third of what they were at the beginning of the 50's.
With TV now seen as more commercially viable, so too more unique content began to emerge to push it to new heights. However, this wasn't all to be good news for the BBC, who was soon to find themselves with a rival. Up until the early 1950's, the BBC had no real reason to fear of competition from other broadcasters. As a public service broadcaster they held the monopoly on television, and with neither an allegiance to the government or to companies and advertisers could supposedly provide unbiased coverage. However, with a concern about the BBC's ability to produce quality television (despite the coronation success), an increase in the prosperity in the country meaning a new for new advertising opportunities, and a genuine need to let the people decide for themselves, the Television Bill was passed in 1954 ending the BBC's monopoly on the television broadcast industry in the UK. The bill decided that a rival in the form of commercial television, with ‘spot' advertising rather than commercial sponsorship, was needed. This would help to boost the opportunities for companies to advertise their products with compromising the integrity of the station, whilst also providing a rival to the BBC to boost quality and improve the success of the industry. And, of course, to let the people decide for themselves about what to watch and when to watch it.
This period of television is where we can see the effect of quality programming on the success of the industry, and the move of television from a novelty item to a long-term successful business.
After the Television Bill passed, commercial television began broadcasting on September 22nd 1955, thus launching independent television, or what we now know as ‘ITV'. Although there was healthy competition at the beginning, commercial television was still set up much like a public service station, with a board chosen by the government.

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