Author Description

Few industries have evolved as rapidly as television broadcasting, yet the decade ahead promises more dramatic changes than any previously seen. The Future of Television profiles a television industry on the brink of revolution, not only as an entertainment medium but as a powerful marketing, political, and information tool. Marc Doyle and the National Association of Television Program Executives (NATPE), have assembled this up-to-the-minute analysis of what is about to happen in the world of TV. Programming: Covers factors affecting programming decisions for network, cable, and satellite TV, such as financing, government regulation, mergers and acquisitions. Advertising: Examines how fractionalization of the mass market will impact everything from broadcast and narrowcast advertising, through assessing incomes and expenditures, to the genesis of paid programming. Technology: Provides a critical survey of advanced technologies that are transforming the industry, such as fiber-optics, interactive TV, high-definition television, and direct broadcast satellites. Growth: Commentary from leading television executives from North America, Europe, Australia and Japan as to how they view the advancement of the industry. A remarkable study of issues and trends that are shaping the future of television, this guide is for programmers, executives, marketing and media specialists, students of television, and anyone involved in this dynamic and fast-changing industry.