ABSTRACT
Building on the assumption that even “classic” programming television has never been identical with itself, Chapter 3 discusses key characteristics traditionally ascribed to the medium. It does so from four different perspectives, moving from a macro to a micro level. Firstly, television is discussed as a proliferating global industry, contrasting the US “eras” with European developments, and tracing the division of public service and commercial television, of broadcasting, narrowcasting and slivercasting channels. Secondly, with recourse to television, dispositif and audience theories, the medium is explored through private and public settings, as an everyday medium, as an individual and collective reception practice. Thirdly, television's flexible viewing activities are reframed as results of specific textual guidance(s) and reader-text-relationships afforded by its programming strategies.
