The elitist nature of TV programs as well as the fact that signals from transmitters were not available or too weak in many places did nothing to add to the appeal for television. Although some people may have aspired to purchase a TV as a statement of social advancement but most were deterred by the cost. Some people had notions about TV that took a long time to challenge. Many people believed that since they were seeing people on screen by the same nature they could be seen too. Irrational fear of being watched whilst inappropriately dressed delayed televisions acceptance as an important form of entertainment.
Television experienced set backs to greater acceptance in the late 1930’s also because many people were apprehensive that if they had a TV the Germans could home onto the signal and target their homes. As a precaution the BBC on 1 September 1939 stopped broadcasting.
- How had television changed by 1960?
Television underwent major transformations in the 1960’s. The emergence of ITV as a second channel provided some healthy competition to the BBC. ITV was made up of commercial stations from various parts of the country. ITV was established as a commercial venture. Its license allowed it to earn its revenue by encouraging firms to advertise its products or services during breaks in the programs.
ITV was obliged to cater to certain groups of viewers as a condition of its license. This posed a problem for ITV in many instances in realizing advertising revenue. The “Toddlers Truce” phenomena implemented by ITV and the BBC were perceived as a nuisance by ITV because it cut into its profits. “Toddlers truce was a period that lasted from 6-7 o’clock when programs for children ended. During this time screen went black and parents were able to put their children to bed. This was a great innovation that assisted parents in inducing their children to go to bed but for ITV it meant that they were unable to advertise for approximately an hour each day. Pressure and lobbying from ITV eventually resulted in the government permitting the channel to abandon the practice. The BBC followed ITV’s example as it did not want to lose ground on rating.
The BBC was set up as a public service broadcaster. The creation of ITV forced the BBC to improve the quality of its programming. BBC program’s in many respects were elitist and high brow and failed to attract a large segment of the population. ITV produced programs which appealed to a larger cross section of the British population. The consequence of ITV commissioning program that were populist was that the BBC share of the audience decreased. Fierce competition from ITV was a good thing as far as viewers were concerned. The BBC could no longer take the audience for granted. It needed to justify its existence and the issuance of the license fee by making program’s that attract higher rating. In response to competition the BBC commissioned program’s which were down to earth and appealed to a diverse audience such as six-five special aimed at young adults.
Television had evolved by the 1960’s. Technology had advanced. It was know available in colour. The viewing hours were extended. The look and feel of the TV changed to a great extent. It was no longer restricted to 12 inch but was know available in 17 inch with “superb photographic quality” and improved sound. The TV set was know available increasingly streamlined. There were more portable and less boxy. The price of TV came down as a result to competition and this generated desire on the part of many people to purchase a TV.
The colour feature of Television, the declining price and the improvement in programs from both BBC and ITV led to an increase in ownership and viewing of television. Some people expressed concern about the viewing habit and the effect of TV on young people by holding demonstration. Concerns about degeneration as a result of contents of a sexual and violent nature were frequently articulated ironically on TV. Television by the 1960s had become for many an aspirational, desirable and affordable product
- “In 1946 most people had never watched television. By 1960 more than 50% of the people watched TV regularly”. Explain why this had happened?
There are many reasons for the phenomenon of increased viewing. It could be argued that the increase in the standard of living and desire to keep up with the Jones led to a boom in Television purchase and consequent viewing. Harold Macmillan’s famous statement “you never had it so good” was alluding to the prosperity of the period. The increase in disposable income and the fall in the price of a TV set made it affordable to the common man. It was no longer the reserve of the rich and famous.
In the 1960’s investment in transmitters increased. Many people were deterred from buying a television prior to the 1960’s because they did not have access to a TV signal or it was very weak. Some deprived regions did not get a transmitter for a long period.
Another compelling reason why the purchase and the viewing of TV increased was because of Televisions technical advance. Breakthroughs such as televising of the lunar landing increased the public’s appetite for TV. The desire on the part of the public to see the Queens coronation increased the demand for TV sets. The coronation was billed as
the ‘must see’ extravaganza of the year. Many people who never perceived the benefit of a TV were persuaded that this was a great moment in history, not to be missed. People who watched the coronation live on TV were converted to its virtues and gained much prestige with their neighbours.
Pressure from younger family members to purchase one combined with the fact that it was no longer being perceived as a novelty product contributed to the transformation. The increased in viewing can also be attributable to the improvement in the quality and diversity of programs. Programs seem to be in tune with popular appeal. There was something for everyone. TV had become better. There was news, current affairs, sports, music, Quiz, comedy, drama and films and it could all be seen in colour in bigger sized screen in the comfort of ones own living room. It became essentially cheapest form of quality entertainment for all the family.
- Use your knowledge of television today. Compare it with TV in 1960. What similarities can you find? What differences can you find?
Television today retains many of the characteristics of yesteryear (1960’s) but ostensibly it is a different creature. Broadcasting in the 1960’s used analogue technology. There was a limited choice of channels. Broadcasting was not continuous, usually terminating at midnight with some patriotic theme. News reporting and current affairs programming relied on a significant amount of still footage and live link up to a current event were a rarity. Quiz programs had a restricted prize limit unlike program’s of today such as who wants to be a millionaire which has a top prize of a million pounds. Television in the 1960’s was essentially one way communication with very little audience interaction. Since the 1960’s the number of household with a TV in the UK has increased. Most people have a colour TV and a black and white TV is less common.
Since the 1960’s there has been a proliferation of channels. There are five terrestrial channels and over 500 other channels available via satellite or cable. There is a move by the government to phase out the analogue signal in favour of the digital strategy. Increasing number of household have opted for digital TV. The advantage of the system is that there is an improvement in resolution. Digital TV has the technology to make possible interactivity.
Today there is more choice than ever before. You can see premiership games live on TV. You can use your television to play the latest play station or Nintendo games. Satellite and cable technology enables the audience to access world television. It is also know possible to access the internet using technology providers such as videocon. The proliferation of choice and genre has reduced the collective experience to some extent. It can be argued that the mass experience of watching the same program overnight and talking about it the next day at work is less common.
There is much concern about sex and violence on television. To a great extent the contents even before the 9 o’clock watershed have become more adult since the 1960’s. Acts of violence and carnage by young people in the UK and abroad have been blamed by some critics as a result of exposure to violent materials. Some critics see television as the modern opium of the masses. They see television as a pacifier and an instrument of propaganda.
It is true that television has a lot of negative aspect but it bestows many benefits. It provides a mirror into human life. Its news and current affairs keep human beings in touch with humanity throughout the world.
Innovation such as Ceefex and oracle provide a host of information from flight information to recipe from a cookery program something which did not exist in the 1960’s. Television has come a long way but it may be just a small step in a long journey of progress and challenges.
