Peabody/Loyless Report Explores Fragmented TV Landscape

ATHENS, December 5: According to a report released by the
Peabody Awards, “television is in a state of transition and confusion,” with
narrowcast niche channels and the Internet fragmenting once-massive viewing
audiences.

The report is drawn from the inaugural University of Georgia
Peabody/Loyless Seminar held in October, which assessed the state of TV. The
report concedes that television, broadcast, cable, satellite or online, rarely
provides experiences that create a shared sense of national community. It notes
that television’s once-massive viewing audiences have now been splintered into
sharply defined taste publics whose members define themselves by special interests,
leisure preferences, identity orientation, political affiliation or other
specific features.

The assessment also points out that television news no
longer commands the cultural and social authority it held in the broadcast era,
with many citizens no longer holding the belief that the formal institutions of
broadcast journalism are capable of fulfilling the role of society’s watchdog.
It suggests that this is due to the explosion of news outlets and digital
technologies. The report found that network as well as local television news
operations struggle with reduced staffing, news organizations face increased
pressure to avoid upsetting valuable sponsors, newscasts air at times when many
viewers no longer watch and channels pursue the increasingly elusive audience
through an injection of “superficial” entertainment news.

At the same time, viralization means that one no longer
needs to wait for the news, with the information arriving from blogs and
Internet news outlets that are available “on demand” in user schedules.
Viralization also means such items may have far greater reach and potentially
increased visceral impact, with citizens choosing to broach charged issues
openly on web forums.

Amidst all this, the report also says that “quality
television” still exists, with the fragmented post-broadcast system providing
opportunities for program developers to offer content that caters to diverse
tastes and interests, explores new forms and addresses problems from a broader
range of perspectives. Viewers may also receive more information and varying
perspectives on issues through fiction and documentary than in traditional news
presentations. Commercial broadcast networks no longer have a monopoly, and the
widening array of delivery systems leads to an increase of choice. Premium and
basic cable networks are also creating signature series—programs
distinctive enough to stand out, good enough to reward regular viewing.

This flourishing of TV entertainment and documentary extends
to the Internet. Uploaded segments or skits reach more viewers than the
originals, and documentaries aired only once on broadcast or cable channels are
archived for multiple viewing by expanding audiences. Through digital
equipment, Internet connections and familiarity with software, consumers now
have the potential to be producers by creating TV series.

On the downside, a financial “caste system” is dictating
access to quality programming and range of perspectives. Cable access,
particularly at the premium level, is still expensive and opportunities
afforded by the web are largely restricted to those able to afford computers
and broadband access. Conversion to digital signals from analogue may also make
it more difficult for people to access quality programs, especially those who need
them most, but can afford them least.

The report recommends that industry leaders, policy makers
and citizens’ groups work toward the creation of various types of “media
commons.” These channels, networks or other media spaces must be available to
provide opportunities for encounters and exchanges among different and
differing groups rather than retreat into gated communities for the
like-minded. Across the board, the report says, industry leaders and policy
makers must work to provide access for all communities and to overcome the
financial divides that restrict some citizens to a narrow range of content.
Strategies to accomplish this goal should be developed by projects comprising
citizens’ groups, industry, legislative, and policy representatives.

—By Irene Lew