The impact of the new electronic media

Date of publication: June 15, 1986

Abstract:

This paper will trace the development of cable television in the U.S. from its early development for better TV reception in rural or remote areas, to the use of communication satellites to deliver programming across the entire country. We wiI I examine the dynamic growth of pay-TV and advertiser- supported cable, the fragmentation of TV audiences, and a major agency's (Ted Bates) approach to using this new medium.

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