MARC Record from harvard_bibliographic_metadata

LEADER: 03032cam a2200337 4500
001 001261907-8
005 20090416231238.0
008 731030s1973 ctu b 000 0 eng
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020 $a0300016549$a0300017073 (pbk.)
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043 $an-us---
050 0 $aHQ784.T4$bM4 1973
082 $a384.55/43
100 1 $aMelody, William H.
245 10 $aChildren's television;$bthe economics of exploitation$c[by] William Melody.
260 $aNew Haven,$bYale University Press,$c1973.
300 $axi, 164 p.$c21 cm.
440 0 $aYale fastback ;$v12
500 $aBased on a study commissioned by Action for Children's Television.
504 $aBibliography: p. 145-158.
505 0 $aIntroduction -- Institutions and markets in television broadcasting -- The history of children's television -- The unique chracteristics of children's television -- Public policy -- Public policy: the past -- Public policy: the future -- Notes.
520 $aTurning young children into premature consumers has always been a potential danger of commercial television. In recent years improved marketing technology has enabled the television industry to pinpoint specialized audiences at specific times. Unfortunately, the ability to reach a young audience has not resulted in more inventive programming in the best interests of children. Instead, they have been exploited by advertisers who take advantage of this increasingly lucrative market. These developments have lead to mounting public concern, especially by consumer groups such as Action for Children's Television, which petitioned the Federal Communications Commission to set guidelines to protect children from commercial exploitation. This study, commissioned by ACT, focuses on the economic aspects of commercial children's .television and their relation to FCC public-policy options. William Melody examines the economic characteristics of advertising practices and how they affect programming. He traces the history of children's programming from television's early years, when quality children's shows were used as an incentive to promote the sale of television sets, to the present time of poor-quality, commercial-laden programming that exploits the economic potential of child consumers. Mr. Melody demonstrates clearly that as long as advertisers control programming it will respond to their own vested interests and not to the needs of the child. As a solution, he suggests alternate modes of financing children's television to be implemented gradually. In this way, better programming will be provided without causing significant financial hardship to the broadcast industry.$cBook jacket.
650 0 $aTelevision and children.
650 0 $aTelevision broadcasting$zUnited States.
650 0 $aTelevision$xLaw and legislation$zUnited States.
710 2 $aAction for Children's Television.
988 $a20020608
906 $0DLC