Introduction

The economic dynamics of network television underwent a dramatic transformation. Throughout the 1980s programming production costs rose steadily. For broadcasters, the prospect of returning to the days of sponsor-controlled storylines may be a frightening one, but hands-on production of content is only the most conspicuous form of advertisers’ influence. The highly competitive advertising environment has only increased the demand that programming conform to advertiser’s wishes. TV programs are designed to appeal to demographic segments that can be sold to advertisers. In the fall of 1993, this unity between product and audience marketing was formalized with a contract signed by NBC and Kellogg. Advertising is understood to be one aspect of the larger culture of consumption. Consumer marketing in general, with its assumptions about and imperatives for product promotion, is now integral to TV programming. This chapter also presents an overview of the key concepts discussed in this book.