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early TV programs were often developed, produced, and supported by a single sponsor

many of the top-rated programs in the 1950s even included the sponsor's name in the title (e.g. Colgate Comedy Hour)

having a single sponsor for a show meant that the advertiser could easily influence the program's content

in the early 1950s, the broadcast networks became increasingly unhappy with the lack of creative control in this arrangement

David Sarnoff, then head of RCA/NBC, and William Paley, head of CBS, saw an opportunity to diminish the sponsor's role

Sarnoff appointed Weaver as the president of NBC

previously an advertising executive, Weaver undermined his former profession by INCREASING PROGRAM LENGTH from 15 minutes (then the standard for radio programs) to 30 minutes or longer, substantially raising program costs for advertisers and discouraging some from sponsoring programs

in addition, the introduction of two new types of programs -- the MAGAZINE FORMAT and the TV SPECTACULAR -- greatly helped the networks gain control over content

the magazine program featured multiple segments -- news, talk, comedy, and music -- similar to the content variety found in a general interest or newsmagazine of the day such as Life or Time

NBC introduced the Today show as a 3 hour morning talk-news program and then later introduced the 90 minute Tonight Show. Because both shows ran daily rather than weekly, studio production costs were prohibitive for a single sponsor.

Consequently, NBC offered spot ads within the shows: advertisers paid the network for 30 to 60 second time slots. The network, not the sponsor, now produced and owned the programs or bought them from independent producers

the television spectacular is today recognized as the television special. At NBC, Weaver bought the rights to special programs, like the Broadway production of Peter Pan, and sold spot ads to multiple sponsors

class notes: extend shows, time slots for commercials instead of sponsoring whole show, lots of sponsors instead of one sponsor pressuring content

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