- Title Pages
- Introduction: The Long Revolution
- 1 Reflection on <i>A Future for Public Service Television</i>
- 2 Public Service Television and the Crisis of Content
- 3 TV Advertising for All Seasons
- 4 Inventing Public Service Media
- 5 Does Public Service Television Really Give Consumers Less Good Value for Money than the Rest of the Market?
- 6 The Future of Television in the US
- 7 Pressures on Public Service Media: Insights from a Comparative Analysis of 12 Democracies
- 8 Public Service in Europe: Five Key Points
- 9 Diversity: Reflection and Review
- 10 The BBC: A Brief Future History, 2017–2022
- 11 Public Service Algorithms
- 12 Television and Public Service: A Brief History<sup>1</sup>
- 13 Principles of Public Service for the 21<sup>st</sup> Century<sup>1</sup>
- 14 The Purposes of Broadcasting – Revisited
- 15 Back to the Future: The Uses of Television in the Digital Age
- 16 Television, Quality of Life and the Value of Culture
- 17 Shouting Toward Each Other: Economics, Ideology and Public Service Television Policy
- 18 Everything for Someone: For an Inclusive Definition of Public Service Broadcasting
- 19 Debating ‘Distinctiveness’: How Useful a Concept is it in Measuring the Value and Impact of the BBC?
- 20 The BBC: A Radical Rethink
- 21 Ensuring the Future of Public Service Television for the Benefit of Citizens
- 22 The Social and Cultural Purposes of Television Today
- 23 Taking the Principles of Public Service Media into the Digital Ecology<sup>1</sup>
- 24 Television in a Rapidly Changing World: Content, Platforms and Channels<sup>1</sup>
- 25 New Sources of Public Service Content<sup>1</sup>
- 26 Designing a New Model of Public Service Television (PST)
- 27 Public Service Broadcasting as a Digital Commons
- 28 ‘Public Service’ in a Globalised Digital Landscape
- 29 Video-on-Demand as Public Service Television
- 30 Do We Still Need Public Service Television?
- 31 Television and Diversity<sup>1</sup>
- 32 Public Service Television in the Nations and Regions<sup>1</sup>
- 33 Are You Being Heard?
- 34 Skills and Training Investment Vital to the Success of Public Service Broadcasting
- 35 The Media Cannot Reflect Society if Society is Not Reflected in the Media
- 36 Does Television Represent Us?
- 37 Public Service Television in Wales
- 38 Public Service Broadcasting: A View from Scotland
- 39 Content Diversity<sup>1</sup>
- 40 Children and Public Service Broadcasting
- 41 Public Service Television and Sports Rights
- 42 Securing the Future for Arts Broadcasting
- 43 Public Service Television and Civic Engagement
- 44 Tunnel Vision: The Tendency for BBC Economic and Business News to Follow Elite Opinion and Exclude Other Credible Perspectives
- 45 How to Strengthen Public Service Television
- 46 Recommendations of the Puttnam Report<sup>1</sup>
- Contributors (Editors and Commissioned Authors)
TV Advertising for All Seasons
TV Advertising for All Seasons
- (p.33) 3 TV Advertising for All Seasons
- A Future for Public Service Television
- The MIT Press
This chapter presents the author's personal interpretation of public service broadcasting (PSB), dissects the relationship between advertising and public service broadcasters, and uses some of Thinkbox's qualitative insight to imagine the future of advertising within PSB. Thinkbox specializes in presenting hard and impartial facts amidst a decade of ‘post-truth’ and ‘alternative’ facts about what is happening to TV. It is argued PSB can be paid for in only one of three ways: a universal licence fee, direct treasury funding, or advertising. Were the BBC to stop receiving a license fee and look towards advertising income instead, overall TV ad revenues would be unlikely to increase sufficiently to replace it and all other broadcasters would suffer, not to mention many other media.
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