Chapter 12: Chapter Twelve: Network Domination of U.S Television (1959-1971)

Between 1959 and 1971, we witnessed the Big Three networks shift from a single sponsor system to a multiple sponsor system. This brought a decrease in power upon NBC, CBS, ABC, as these network could no longer take advantage of the veto power they once had over a program. As well, during this time period many networks began to co-produce their own programming, which led to a vertical integration in the media industry. Chairman of the Federal Communications Council, Newton Minnow, criticized the networks for their lackluster programs and ideas. Minnow’s actions led to increased funding for new TV construction,
manufacture production of VHF/UHF, as well an increase in documentaries produced. Due to Minnow’s actions, it allowed for the creation of new genres to be aired, which eventually overtake the very popular genre of westerns. In 1971, the FCC passed the Financial Interest and Syndication Rule. This initialized the destruction of the vertical integration structure of the American Television industry, the creation of many independent companies, and refrained networks from producing and owning programs they aired during primetime. During this time period, American television entertainment was the medium of entertainment around the world. As Hollywood is facing a decline, the consist push for sales of many American produced shows to foreign programming allowed for domination of their airwaves. Since these shows were achieving a profitable return, they could be exported at a very low cost. The success of this strategy ensured that American media would be among the most successful of American exports and entertainment
worldwide.