Amanda Lotz - Beyond Prime Time

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Beyond Prime Time

Daytime soap operas. Evening news. Late-night talk shows. Television has long been defined by its daily schedule and the viewing habits that develop around it. Technologies like DVRs, iPods, and online video have freed audiences from rigid time constraintswe no longer have to wait for a program to be on to watch itbut scheduling still plays a major role in the production of television.

Prime-time series programming between 8:00 and 11:00 p.m. has dominated most critical discussion about television since its beginnings, but Beyond Prime Time brings together leading television scholars to explore how shifts in televisions industrial practices and new media convergence have affected the other 80 percent of the viewing day. The contributors explore a broad range of non-prime-time forms including talk shows, soap operas, news, syndication, and childrens programs, non-series forms such as sports and made-for-television movies, as well as entities such as local affiliate stations and public television.

Importantly, all of these forms rely on norms of production, financing, and viewer habits that distinguish them from the practices common among prime-time series and often from each other. Each of the chapters examines how the production practices and textual strategies of a particular programming form have shifted in response to sweeping industry changes, together telling the story of a medium in transition at the beginning of the twenty-first century.

Contributors: Sarah Banet-Weiser, Victoria E. Johnson, Jeffrey P. Jones, Derek Kompare, Elana Levine, Amanda D. Lotz, Jonathan Nichols-Pethick, Laurie Ouellette, Erin Copple Smith.

Amanda D. Lotz is Associate Professor of Communication Studies at the University of Michigan. She is author of Redesigning Women: Television after the Network Era and The Television will be Revolutionized.

Beyond Prime Time

Television Programming in the Post-Network Era

Edited by

Amanda D. Lotz

LONDON AND NEW YORK

First published 2009
by Routledge
270 Madison Ave, New York, NY 10016

Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

This edition published in the Taylor & Francis e-Library, 2009.

To purchase your own copy of this or any of Taylor & Francis or Routledges collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.

2009 Taylor & Francis

All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging in Publication Data
Beyond prime time: television programming in the post-network era / edited by Amanda Lotz.
p. cm.
Includes bibliographical references and index.
1. Television broadcastingUnited States. I. Lotz, Amanda D., 1974
PN1992.3.U5B45 2009
384.5509730905dc22 2009012258

ISBN13: 978-1-135-84260-4 ePub ISBN

ISBN10: 0415996686 (hbk)

ISBN10: 0415996694 (pbk)

ISBN10: 0203884507 (ebk)

ISBN13: 9780415996686 (hbk)

ISBN13: 9780415996693 (pbk)

ISBN13: 9780203884508 (ebk)

With sincere gratitude to my contributors

ADL

Contents

AMANDA D. LOTZ

JEFFREY P. JONES

ELANA LEVINE

DEREK KOMPARE

SARAH BANET-WEISER

AMANDA D. LOTZ

VICTORIA E. JOHNSON

ERIN COPPLE SMITH

JONATHAN NICHOLS-PETHICK

LAURIE OUELLETTE

Figures

1.1	Observe the many ways the Today show attempts to connect with viewers
1.2	The iVillage.com website offers numerous avenues for audience interaction, including across platforms, with the brand, and with other viewers
1.3	Dave TV allows viewers to watch almost all of the Late Night with David Letterman Show highlights in segmented (video snack) form
2.1	This chart illustrates the declining soap opera ratings among all audiences and among women aged 18 to 34 since the early 1980s
5.1	This chart illustrates the annual percentage change in aggregate viewing of nightly network newscasts
5.2	This chart illustrates the steady decline in viewing of national evening newscasts
6.1	This image of part of the CBS Sports NFL website illustrates the range of information, video, opportunities to interact, and advertising aggregated on the site
6.2	This image illustrates the range of college sport information available through CBSs College Sports Network online portal
8.1	This image of the WTWO website (Terre Haute, Indiana) illustrates the many ways the local station attempts to connect its identity with local goods and services. Notice how there is no indication of the stations network affiliation
8.2	This is one of many local sites with the station logo imposed upon it that the station uses to emphasize its connection with the local community

Contributors

Sarah Banet-Weiser is Associate Professor in the Annenberg School for Communication at the University of Southern California. She is the author of The Most Beautiful Girl in the World: Beauty Pageants and National Identity, and Kids Rule!: Nickelodeon and Consumer Citizenship. She has co-edited, along with Cynthia Chris and Anthony Freitas, Cable Visions: Television Beyond Broadcasting.

Victoria E. Johnson is Associate Professor of Film and Media Studies and African American Studies at the University of California, Irvine. Her publications include Heartland TV: Prime Time Television and the Struggle for U.S. Identity, and chapters and articles in collections and journals such as The Television Studies Reader, The Revolution Wasnt Televised: Sixties Television and Social Conflict, Film Quarterly, The Velvet Light Trap, and online at In Media Res.

Jeffrey P. Jones is Associate Professor for Communication and Theatre Arts at Old Dominion University. He is author of Entertaining Politics: Political Comedy and Civic Engagement (2nd ed) and co-editor of

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