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Cable systems with many channels offer the possibility of diversified programming |
Thursday, 29 July 2010
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In 1982, cable television had 27 million subscribers, more than one-quarter of all television households in the United States; by mid-1986, 42 percent of all television households subscribed. As of 1997, cable television penetration stood at 69.6 percent of all U.S. television households. In real numbers, that meant that approximately 67.2 million out of a total of 97 million television homes have subscribed to cable.3 In 1998, the number of homes receiving cable television increased Tag Heuer Carrera Replica Watches to more than 65 million. A little over half of cable households subscribe to a pay cable channel, such as Home Box Office.35 In April 1999, HBO had 28.7 million subscribers. By 1996, and there were three 24-hour-a-day cable news stations: CNN, now owned by Time Warner, with 66 million households; MSNBC, with 25 million households; and Fox News.
Cable systems with many channels offer the possibility of diversified programming. Channels presenting exclusively children's programs, news, sports, comedy, and first-run movies now exist. A sports network, ESPN, gained viewers in 1989, but ratings for NFL broadcasts on the other networks remained virtually unchanged. ESPN's contract with the NFL permitted the network to televise one game per week during the second half of the regular football season. Nine percent more viewers watched the games on ESPN in 1989 than had in 1988. In 1993, ESPN started a second sports channel targeted at a younger viewing audience. By 1995, ESPN was the most frequently watched basic cable channel.
The impulse of cable programmers to use multiple channels to target an audience is evident in the rise of financial news and financial news channels. CNN has launched CNN, for example, and FNN, the original financial news network, has merged with CNBC. Some cable systems provide nonprofit channels or public access channels that give local and minority groups and individuals access to the airwaves. Some channels are free of advertising; others cluster ads at the end of a half hour of programming. Still others, such as in-house home shopping channels, provide two-way interactive systems, allowing viewers to purchase products by calling toll-free numbers. In 1995, interactive technology was an $ 11.1 billion industry that included a range of products and activities, such as video games, virtual reality, home Tag Heuer Replica shopping, CD-ROMs, Internet, interactive toll-free numbers and television programs, and commercial online services.39 An example of such interactive products is Windows, a Microsoft computer operating system.
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