ABSTRACT
This chapter examines whether a niche broadcast network such as Bounce TV can survive in today's political economy. It explores the economic interests that affect advertisers and broadcasters. The chapter examines the history of African American programming, and then determines whether the network satisfies the issues of diversity as defined by the Federal Communications Commission (FCC) and other governmental regulations. It also explores why ethnic media such as Bounce TV are important to the overall diversification of media and the challenges the network faces in today's political economy. In analyzing the goals of corporate media and the products they create, Smythe argued that the only commodity media sell and advertisers purchase are audiences. The media's relationship with advertisers is far more significant than the relationship with their audience. Historically, media outlets have been evaluated based on their ability to show diversity in all areas, including source, workforce, and ownership diversity.
