History of Television Media - Term Paper Example

Television Media History of Television Media Television is among the few inventions that have had great effect on the contemporary society across the globe. Before the nineteen fifties the number of television sets in homes across the United States numbered in the mere thousands. By the nineteen nineties however, almost every home across the United States had a television set. Television chanced the routine of everyday living. Activities like going out to socialize and reading were fast replaced by television. People could set in front of their television sets and get the news, sports, music, and entertainment (Angelova, 2011). The last nineteen twenties saw the first successful experimentations of the electronic television. Designed by Philo Taylor, who had a vision of inventing a system that captured moving images that could be coded and transmitted onto a screen, it was a great success. The first image transmitted was a simple line and the dollar sign which he captured with a primitive camera. RCA, which dominated the radio business in the United States, invested fifty million dollars into the development of the television set. The company hired Vladimir Kosma to hasten the development and in nineteen thirty nine RCA televised the launching of the New York Fair. It included a speech by President Roosevelt who became the first head of State to be on television. The first television sets RCA sold had five by twelve inch picture tubes and broadcasted regular programs. This included televising of the first baseball game. The game was between Columbia and Princeton universities. The Second World War slowed down the development of television but by the nineteen fifties there was a growth in television stations and most homes in the United States could receive broadcasts. NBC and CBS were among the first stations and they aired news and programs such as “The Jack Benny Show” between nineteen fifty and nineteen sixty five (Angelova, 2011). Through the decades there was great development in the television set and soon the tubes had bigger screens with clear imaging. More television stations came up and the television industry became a major industry in the United States. Television programs made individuals everyday figures in people’s homesteads. Television was able to create a new type of hero; television and film stars, musicians and news anchors. The television made the conveying of news not on in the United States but across the world easy. Today, the television has come a long way and we have multi-billion dollar companies like Sony and Samsung who are still developing the television set. The old cathode ray sets are now things of history with the invention of plasma and LCDs sets. In developed countries today, every home has at one television set. More research on the television is ongoing and the future is looking very bright. Corporate, Stakeholders and industry rivalry The television development spotlight is now held the Sony and Samsung companies. Sony Company is a Japanese multinational corporation that is headquartered in Tokyo, Japan. It has diversified business categories that range from game, electronic, financial and entertainment services sectors, and electronics. Sony television sets differentiated television sizes and brands as part of the large Sony group and on electronic gadgets. This means that the Sony television entertainment sector is entirely centered on the manufacture and distribution of television electronics and associated television appliances such as connectivity wires. The Samsung Company on the other hand is a multinational South Korean company that is headquartered in Samsung town that is located in Seoul. The television section is under an industrial subsidiary of Samsung called Samsung Electronics. The promotional strategies used by both companies are differentiated in various platforms but similar in others. The major difference is that Samsung uses technological enhanced features to promote its televisions while Sony uses personified features as a promotional strategy. For instance, Samsung will focus on its varieties of television such as HDTVs, the LCD flat-panel televisions, the LED TVs, or the plasma HDTVs. Sony of the other hand will use personified television features such as the TV sizes ranging from the small screen (23’ inches) to large screens that are 32” and over. Additionally, they are focused on the promotional of certain television means such as the Bravia. This makes their promotional strategies differentiated (Taylor, 2002). The similar aspect about both is that both have the plasma television and they are advertised everywhere. The promotional strategy of Samsung is based on quality but expensive television sets while the Sony Company concentrates majorly on distribution of television to everyone. The promotional strategy of Samsung is to have the best quality and brand of television in the market. Sony on the other hand diversifies so that it can be able to capture an increased platform of customers. Its promotional strategy doe not entirely revolve around the quality and the branding of its television sets since it wants to have differentiated televisions for different markets. The best strategy in development and growth of a brand is having a successful marketing strategy. Right from the development of the first television set, marketing aided companies make television popular across the masses. Sony focuses on selling a particular brand and exemplifies its features in its promotional activities. For instance, the television set of Bravia can be promoted through the selling of its LCD capabilities and high range graphics that make the television set remarkable. The rationale for this is that using marketing information to differentiate the Sony Bravia television set will greatly increase its advantage in the market over its competitors. Companies use the marketing information that it has acquired over the years since it was established before Samsung and most television companies and implement it in proving quality products. It Sony manages to be technologically advanced when it comes to its products and make them of high quality, with such a large customer base, it can gain immense advantage over its competitors. This will make it very likely to overtake its competitors since it already has a larger customer base and it only needs a reinforced branded image (Taylor, 2002). The rationale for this recommendation is that Sony will have an image to protect and advertise and this make it competitively advantaged since it already has abroad customer base. Role in the social, economic, and political setting The first customer-orientated promotion is customer preference. Television developers like Sony has managed to penetrate numerous differentiated markets and this makes it easily noticeable to customers who wish to choose from different varieties of television sets. Sony Company has numerous international suppliers that include chain stores in different countries. This is seen in major outlets in the more advanced countries in the world. The Sony Company is very well established but still requires international suppliers for its consumer-oriented promotions. This is because it has established itself only in specific countries. For instance, Sony USA is the American branch that supplies Sony televisions in the United States of America. Television business has major location in the United Kingdom, France and also Italy. However, the other category of countries generally uses international suppliers. This means that the countries without any Sony television location is their respective vicinities have the televisions supplied by international suppliers. The rationale for this consumer-oriented promotion is that different television variety can be supplied to different consumers in different regions since the market are differentiated. The second consumer-oriented promotion is the personified aspect that comes with the advertisements part of the television sets. The personified aspect means that the features that are unique in the television sets are mainly used in the sense of captivating the nature and preferences of the consumers. The personified features have to be incorporated into the advertisements that are under the Sony television section of sales. Television consumer-oriented creation of personal and commercial digital content will embrace the simple and appealing aspects of Sony’s advertisement. This means that the television advertisement will aim at attracting more consumers. It can incorporate animated television or the usual graphical content advertisement since it relates to something that attracts the new consumers to the target market. The Sony television sets will then be able to capture the attention of new consumers who will ask for the product (Taylor, 2002). Television companies have used one of the pricing objectives by differentiating the prices of its television sets using the features offered. This means that the television set with the most developed and highly valued features will have the highest price in the market. This makes the price range for different consumers in regard to their financial capability. The second pricing objective that has been used by the companies like the Samsung Company is the discounts and offers that it gives during given special time period such as holidays. This means that even the television sets such as the HDTVs and the LCD flat-panel televisions can be bought at fairly reduced prices and can be affordable to many consumers. The rationale behind this is that this strategic manner works and the reduction in price of the televisions sets makes the Samsung Company pricing objective superior to many of its competitors. Domestic, Ecological resources, and Social issues Even with all the success, television and programming faces a lot of impairment in terms of the inventory it possesses and manpower as it is very large and colossal. It has major different divisions of its own along various lines in many countries and this needs different levels of administration, advertisement and managerial skills that could only be applicable in the very geographic areas that the company division stands In Arabia. This is particularly a new market that has very different audience from the conventional programming fans around the world like those of MTV base. This has led to massive investment in its choice of manpower and thorough employee motivational schemes. Television programming has grown with the incorporation of cutting-edge technology such as advanced local content incorporation in small advertisements that are seen regularly on the television channel and of its products in massive quantities prior to selling and updated data handling and office structures. This keeps both the competitive aspect with local shows and religious programs in check and the leading role as largest television cable in Arabia and among the best globally one step ahead of its many competitors (Taylor, 2002). International programming faces geographical pressure from local stations that have actually existed in the media sector in certainly new domains than those they wish to start investing in. This has helped them to be competitive since they have huge market clout with the large youth populace but still these companies have experience with the social stratification of the people in Arabia in the areas that they have been established long before such companies decided to invest in the same countries. For instance, the company has now new establishment in Pakistan and other Asian countries that have long been ignored as not being potential targets for new thriving businesses. This is difficult in the sense that the already existing companies have major information about the type of product that the audience of that particular area indulge in and are comfortable to watch. Some television programs have been accused of pollution of morality once in a while air apart from the normal hullabaloo about the influence the music videos have on the youth as seen earlier. The best inclusion in the pollution charges is basically local material incorporation and developing of music and programs that have a relation the local taste and religious beliefs of the people but putting a little television touch on it in order to maintain the brand name strength of the network. The problem of using too much explicit energy in the channels is that it ends up sending negative attitudes and rude gestures and if there so happens to even be a minor protest from countries, the results could be devastating. This could end up messing the lives of thousands of people who live and consequently depend on these programs for entertainment and perhaps little nuggets of new information and coverage in its net of work and products. That is the major reason why they have adopted to simply use the mixed content of networking that has a positive effect on the people’s culture (Taylor, 2002). Rating of Television Media Advertising has elevated the heights and success of the television media. In my opinion, television has improved and made every day life enjoyable. There exists rivalry among the many television companies and first action that other companies can use is differentiating their television brand names in their advertisements. For instance, the Bravia television set is known to belong to the Sony Company. The rationale for this is that having a name or image to protect makes the company be associated with something which consumers can prefer or want to buy. An image is better than just a simple aspect of being a television manufacturer and supplier (Taylor, 2002). The second action is to use advertisement sin area where the companies want to reach new consumers. According to the Steiner model, any customer with less knowledge about a new product in the market will tend not to buy it. The rationale for this response is that advertisements are remarkable in assisting different companies in attracting new consumers. The brand names in the television industry are Sony, Samsung, LG, and Panasonic. These companies are popular and known due t the advertisements that has been done. The most effective medium for a company in the televisions product category is social media. The dynamic nature of marketing campaign has greatly influenced how every television business activity is being run. There is the work that is needed in this modern business arena to effectively build a social network marketing campaign. In this modern time, that means that technology has to play a vital and salient role in the widening of the fan base of this particular campaign. In order to create an effective and workable social network for the purpose of marketing campaign, Sony, LG, Panasonic, and Samsung organizations and businesses must enter into the usage of digital technology. This basically means that they should engage in building a marketing campaign that is viral and relies on digital and the internet technology. The two examples is the online plasma TV sales advertisement that can be found on social sites such as Facebook. The second example is the pop up advertisements that are on numerous online platforms and social media. The challenges that television and programming companies face when entering into new untapped market with a standardized or adapted product are mostly if not totally social, ethical and religious related as the people are very conservative and take their practices and beliefs rather seriously comparing to people from other areas like Europe, Asia and America. For instance, the Arab world is majorly concerned with its religious thesis and follows strictly the teaching of the prophet Mohammad and the Quran which is the word of Allah who is the sovereign God. This has made it difficult for the television programming to maintain its global brand name as the y have to compromise when dealing with the Arab world as some of the pictures, movies and music video clips have content that can be very controversial to the people who stay in Arabia. This can be religiously forbidden or just viewed as wrongful as according to the teaching in the Quran. For example, the American television will show women without any form of covering on their heads and to such an extent as uncovered body parts that are considered sinful in such countries. This can lead to a lot of tension and mostly boycotts and protests like the time the prophet Mohammad was depicted as a carton wearing a bear suit in an American produced cartoon flick which really received a lot of criticism from the religious leaders in the Middle East countries and the rest of the Arab world (Taylor, 2002). Also, marketing of high-technology television programs in new markets could be quite hectic as there is more explanation and introduction to do. This is an opportunity since it creates awareness of the network’s usage, prices and features to the public and increases the customers that are related with this type of venture. Financial reporting and auditing of such a large company could be very troublesome in an area where majority of the adult population might not condone the launching of some television networks but it’s not a threat as the company can employ qualified auditors from other countries who would give a true and fair view of the financial records of the networking company without bias and any form of sabotage. This helps in its growth and the advancement of its marketing budget each year. Core Values The television industry has great influence all across the globe and in relation to the core values of the Saint Leo University; the industry is on the right track. We have seen that understanding the target market which is hugely religious and cultural is very crucial for the success of program broadcasting in different areas of the world. The problem is that there is internal exaggerated aggression about why there are violations of workers’ rights and why the issues are not addressed formally. The press might exaggerate the stories in a bid to get more viewers and this might end up destroying the public image of the colossal company that has taken so nearly a century old to build and to maintain (Taylor 2002). Television programming is very responsible and has grown to be respected by other companies as an example of a well-organized Company as it will go the extra mile and pressure its very suppliers and major distributors to act accordingly to the local norms and to be very cautious about the environment at large. Also the cons of entering the market with a standardized products to meet the needs of the local people is that networks faces tremendous public wrangles with unions that may be governmentally oriented or just trade unions that are paid to fight and defend workers or social groups that have a common linking aspect amongst them. The aggression from unions is so much that the company only hires proactive and only union-free individual who would not bring internal pressure within the organizational structure. This has helped tremendously to combat the issue of human resource failure where there are mixed reactions among the various departments of the company. This strengthens the company progressively and ensures that the various departments work together towards a common goal that helps in avoiding wrangles and problems that might lead to lawsuits against the company and eventually create a bad troubled outlook of the company’s internal affairs. However networks carries out extensive research before engaging on any major undertaking which makes it have a superior hand in dealing with enlarging any market gap and acquisition of new customers. This gives it the upper hand since it will be more than capable in coming up with new ideas as it has the technical knowhow on how to go about dealing with ne market structures. It has addressed the problem of using nuclear energy in Arabia in the case that it ends up releasing non-biodegradable radioactive materials if there so happens to even be a minor leakage from these major companies. The basic and innovative strategy is product development into diverse content provision which is the methodology that television networks pursues in its bid to become competitive in Arabia. This provision of mixed content which involves compromising and including local shows and music has been a strategic direction that is vested within its desire to become very competitive and aggressively motivated by the ever increasing competitors that can go to the extent of making and developing products that are similar to the ones produced by the company. This has led to the direction they have taken towards the global consumer research that has been extensively carried out to help them understand the target market thoroughly and this has led to diversity in their manufacturing areas such that they works like in countries such as Brazil, South Korea, Germany, Switzerland and the USA. Motivation goes a long way from one individual who changed positively to many more. They spread quickly as it is the centre bolt that holds the will of people that deem it fit to change from negative habits to more positive ones. This is likewise oppositely. The youth become the main fans of television broadcasting and will actually follow every show and new products launched by the networks. It is argued that networks high profit because they produce what consumers want and greatly need. This can be seen with the strategies that they adopted after thorough market research they conduct on a global scale and the cultural stratification of the people. This has led to the adoption of the provision of mixed content to the target audience which will greatly balance the state of affairs that exist between the networks conventional functioning and operating ways of life. These strategies are well founded as they enable networks to brush away criticisms that they are serving the purpose of the American market where they broadcast. Networks have had a lot of success due to the use of policies and strategies that are vested entirely on innovation. This is the point where they resolve that in order to penetrate the global have to compromise and mix the content on programming with a little bit of local content so as to attract the viewers and to increase the number of people that will end up being its customers. . Colossal changes made the managerial structures give an incentive to the advertisement agencies to market. I personally think and believe that television has come a long way and programming will be able to succeed in every corner of the globe since even in mixing content strategy works, and it is gradually transforming with the strides made in technological development. References Angelova, B., & Zekiri. J. (2011). History, Development and Success of Television. International Journal of Academic Research in Business and Social Sciences, 1(3), 253-260. Taylor, S., (2002). Corporate Development: Purpose, People, Process; Towards the Second Wave of Corporate Development. Cambridge: MIT Press Read More