All the steps in making a television commercial, from conception to writing through production, are laid out, and many examples of real commercials illustrate the process. The book is directed toward those who want to write successful commercials. Subjects include the use of research in constructing and evaluating commercials, budgeting, choosing…

This study compared the parental appeal of the Appalachia Educational Laboratory's television program, "Around the Bend," with "Captain Kangaroo" and "Romper Room." Data was solitited from 150 parents of children in each of the three treatment groups of the Early Childhood Education Program: (1) children who observed…

The 1972 Cable Television Marketing Workshop reviewed in depth a wide variety of marketing and public relations techniques as they pertain to cable television. The workshop was attended by representatives of commercial television systems throughout the United States; it was intended to disseminate the sales and marketing experience of those…

The full potential of educational television cannot be exploited unless certain assumptions inherited from network television are discarded: television need not be broadcast, it need not have glossy packaging, and it need not make use of the same techniques and equipment as large-scale broadcast television. Throughout this manual techniques and…

Any attempt to gain insight into the effects of television on the viewing public must also include an assessment of the amount and patterns of viewing by the various segments of the general population. This fourth volume of technical reports to the Scientific Advisory Committee on Television and Social Behavior attempts to provide a new picture of…

The 1972 broadcasting yearbook provides complete information about the broadcast industry. An opening section offers a television (TV) directory, various TV statistics, such as demographics, distributions, sales, and rankings, which can be used for market strategies, and other useful information for those involved in communications. A section on…

Television is a large part of growing up in America, and a part that meshes in various ways with other influences. Teachers should understand it, and as the occasion requires, confront, correct, or take advantage of it. Research on television viewing yields five lessons. Television experience is an individual one, although there are definite…

Investigates the effects of the first season of Sesame Street (1970) on readiness in kindergarten children. Evidence indicates that the scores of children from an advantaged community were significantly higher on the alphabet subtest after exposure to Sesame Street, but that scores of children from the Head Start Program did not differ…

The author describes a series of ten television programs on basic musical education which are scheduled to be aired over Public Broadcasting Stations for classroom use in the intermediate grades throughout the United States. A curriculum guide is also available through the Government Printing Office. (BM)

Analyzes factors influencing market shares such as program characteristics, station characteristics, and market characteristics, and concludes that station characteristics are dominant factors in explaining variations in program ratings and the frequency assigned is the dominant station characteristic. (MH)

Examines the effects of exposure to United States television programs on Icelandic respondents aged 11 through 14, with regard to respondents' attitudes toward the United States and knowledge of United States culture. (GW)

Examines audience perceptions of which values characterize soap operas in general and which values distinguish daytime from prime-time offerings. Indicates meaningful differences between daytime soaps and prime-time serial dramas. Considers the implications of the empirical method guided by critical concerns and results for media scholars of…

Television is one of the greatest educators ever invented, but what does it teach? This study took a year-long sample of network content in 1983 and 1985 and analyzed it in terms of program frequency by type, non-program messages, viewing audience, length of message, and product type distribution. Results are discussed. (MT)

Examines the structural rules governing the presentation and resolution of problems that serve as premises for prime-time fictional programs. Offers demographic data on character types and matching problem types. (MS)

Offers a model that examines the interracial communication taking place on prime-time television programs. Suggests that viewers are observing communication that does not facilitate friendships, relationships, and close cooperation between Blacks and Whites. (PD)