The sponsor

Description

"The Sponsor is divided into three parts. In "Rise," Barnouw sketches the rise of the sponsor, in both radio and television, to his present state of eminence. In "Domain," the sponsor's pervasive impact on television programming is examined, with an emphasis on network television, the primary arena of the industry. And in "Prospect," Barnouw assesses what such dominance has meant for American society, mores, and institutions - and what it may mean for our future. This is a gripping volume about power, how it not only influences programming itself, but how it defines for the average person what is good, great, and desirable."--Jacket.

First Sentence

When radio station KDKA, Pittsburgh, went on the air in November 1920 as a venture of the Westinghouse Electric and Manufacturing Company, it set off extraordinary explosions.

Excerpt

When radio station KDKA, Pittsburgh, went on the air in November 1920 as a venture of the Westinghouse Electric and Manufacturing Company, it set off extraordinary explosions.

Subjects

Other Editions

• The sponsor: notes on a modern potentateOxford University Press1978-01-01
• The sponsorOxford University Press1978-01-01
• The SponsorOxford University Press, USA1979-09-20
• The SponsorOxford University Press1985-04-01
• The SponsorPaperbackTransaction Publishers2003-11-01
• The sponsorTransaction Publishers2004-01-01