Tv advertising
Television advertising, being the largest source of revenues for Ukrainian television companies, is on the rise and is considered one of the best means of advertising in Ukraine, constituting about 60% of the national advertising market (see the breakdown of the total advertising market below).
The volume of TV advertising fell to mere $40m in 1999 from around $100m in 1997. However, the substantial improvement of the Ukrainian economy during the last two years and parliamentary elections scheduled for early 2002 stimulated a sharp increase in revenues received by leading TV broadcasters. Reportedly, TV advertising revenues during the first eight months of 2001 totaled $195.5m, which is a 60% increase versus 2000. In general, the Ukrainian advertising market is quite small in relative terms despite recent growth – it comprised less than 1% of GDP in 2001 (around $350m), while in Poland it amounts to 6% of GDP.
5 Kanal is the only independent television in Ukraine and its news and reports are very critical of the government. They have revealed several scandals. Its accounts were frozen for some time, and, in October 2004, 100 of its journalist went on hunger strike for a week.
Television in the usa
After World War II, American homes were invaded by a powerful new force -- television. The idea of seeing "live" shows in the living room was immediately attractive. The effects of this powerful medium are still being measured. Television has developed since World War II into the most popular medium in the United States, one that has had great influence on American way of life. Virtually every American household -- 98% in 1999 -- has at least one TV set. Seven in ten Americans in 1991 reported getting most of their news from TV. Three large privately-owned networks -- NBC, CBS and ABC -- claimed 90 percent of the TV market from the 1950s through the 1970s with free broadcasts. Cable Television However, the rapid spread of pay cable TV in the 1980s broke the hegemony of the big three. By 1999, close to 70% of American households had subscribed to cable TV. Cable TV, carried by coaxial and fiber-optic cables, originated in 1948 to better serve individuals in mountainous or geographically remote areas who could not receive over-the-air TV stations. The genesis of cable as it is known today stems from development of the domestic communications satellite, approved by the Federal Communications Commission in January 1973. The new technology offered cable programmers a cost-effective method of national and international distribution. In December 1975, Home Box Office, an all-movie channel owned by Time, Inc., became the first programmer to distribute its signal via satellite. The next service to use the satellite was a local television station in Atlanta owned by Ted Turner. It became known as the first "superstation," bouncing its signal off a satellite to reach a nationwide audience. The same technology allowed Turner in 1980 to found the Cable News Network, CNN, the world's first 24-hour all-news channel. By early 1993, MTV, the leading American rock music TV network, had an audience of 46 million in the United States and 32 other countries. Cable television has also been successfully used to reach very defined audiences. Beginning in the late 1970s, a growing number of U.S. cable systems began "narrowcasting" or offering television programming with an entire channel tailored to a narrow section of the audience. Advancing digital technology and increasing wiring of U.S. cities with fiber-optic cable that permits massive transmission of digital signals are giving cable TV subscribers a host of new interactive services. The convergence of the computer with TV is permitting a host of new "interactive" services in which the viewer no longer watches passively, for example "Movies on demand" which allows a viewer to choose between several thousand videos is one interactive service. Another example is "shop-at-home" channels. Public Television U.S. public television stations are independent and serve community needs. All public television organizations are linked nationally, however, through three national organizations: the Corporation for Public Broadcasting (CPB), created by Congress in 1967 to channel federal government funding to stations and independent producers; the Public Broadcasting Service (PBS), formed in 1969 and which today distributes programming and operates the satellite system linking all public TV stations; and the National Association of Public Television Stations (NAPTS), which helps member public TV stations with research and planning. In addition to these public TV stations, there are a growing number of non-commercial stations run by Christian evangelistic ministries, which are, for the most part, supported by donations from viewers and member churches. Self-Regulation and Regulation Responding to public complaints and pressure by the U.S. Congress regarding levels of violence on network TV programs, the four major national TV networks -- ABC, CBS, NBC, and Fox -- agreed in mid-1993 on transmitting "voluntary" parental advisories before designated programs, warning of violence levels that might be inappropriate for children. Similarly, the National Cable Television Association (NCTA) announced on February 1, 1994, an initiative to reduce the level of violence on TV, including parental advisories, a violence rating system, and an industry group to monitor programs. |
Modern Television and Its Rivals
Everyone seems to have a favorite daily or weekly chat show, serial, soap opera or at least a news program. It is way to relax and to switch off from every day problems. People watch TV at leisure. One can choose the program one likes best. Nowadays there are programs of different kinds. They look different but they are much alike. So switching on TV you can watch a number of news programs, special reports, talk shows, children’s programs, educational programs. We see only the anchorman, TV announcer, reporter or correspondent on the screen but there are people who remain behind the screen. It is the program crew: editors, producers, operators, technicians, soundmen, etc.
The viewers are got used to the interruption of programmes of any kind by commercials. A television advertisement is a span of television programming produced and paid for by an organization that conveys a message. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. The first television advertisement was broadcast in the United States on July 1, 1941. The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs SR toothpaste. Until the early 1990s, advertising on television had only been affordable for large companies willing to make a significant investment, but the advent of desktop video allowed many small and local businesses to produce television ads for airing on local cable TV services.
In many countries, including the United States, television campaign advertisements are considered indispensable for a political campaign. In other countries, such as France, political advertising in television is heavily restricted, and some, like Norway, completely ban it.
Nowadays, Television faces a major rival – the Internet, when it comes to personal leisure time. According to the results of a recent online survey conducted by IBM, television sets are losing ground to the internet. 19 percent of all respondents stated that they spent six hours or more per day on the internet versus nine percent of respondents spending the same amount of time in front of the television. 66 percent responded that they spent one to four hours in front of the television versus 60 percent on the internet. Social networking and online video sites are a couple of the ways that people are now spending their time online.