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Television struggled to become a national mass media in the 1950s, and became a cultural force – for better or worse – in the 60s. Before these two decades were over the three national networks were offering programs that were alternately earth shaking, sublime and ridiculous.
In the 1940s, the three networks – NBC, CBS and ABC – were "networks" in name only. All of the programming originated, live, in New York. The only way the networks had to distribute the shows to the rest of the nation was to point a film camera at a television screen and convert video to film. These 16mm films, known as kinescopes, were then duplicated and shipped to the few affiliated stations for broadcast later. By necessity, most programming was local, and cooking shows, wrestling and cartoons took up most of the broadcast day.
The networks became true networks when AT&T finished laying a system of coaxial cables from coast to coast. Coax – the now familiar cables the run from cable TV wall outlets to today's tuners – has enough bandwidth, or electrical carrying capacity, to transmit hundreds or even thousands of telephone calls as well as television signals.
In 1952 for the first time, television news was able to broadcast the Republican and Democratic conventions live from Philadelphia to the rest of the nation. The importance of that event for rural America went beyond the fact that rural residents knew in real time that Dwight D. Eisenhower and Adlai Stevenson were running for President against each other.
TV signals that could reach into the most remote corners of the U.S. broke down the last vestiges of isolation in rural America.
Common national carriage of popular TV shows, news and sports events meant that there was a shared national experience. The day after major televised events, researchers found that almost everyone was talking about the event. They weren't saying the same things, but there was a sense of national dialog.
The visual and aural experience together that television allowed – especially after the advent to color TV in early 60s – meant that regional cultural differences were ironed out. A more generalized "American" culture co-opted regional subcultures.
Television familiarized rural residents with other regions making migration even more appealing.
Between 1949 and 1969, the number of households in the U.S. with at least one TV set rose from less than a million to 44 million. The number of commercial TV stations rose from 69 to 566. The amount advertisers paid these TV stations and the networks rose from $58 million to $1.5 billion.
Between 1959 and 1970, the percentage of households in the U.S. with at least one TV went from 88 percent to 96 percent. By 1970, there were around 700 UHF and VHF television stations; today there are 1,300. By 1970, TV stations and networks raked in $3.6 billion in ad revenues; today, that figure is over $60 billion.
Television programming has had a huge impact on American and world culture. Many critics have dubbed the 1950s as the Golden Age of Television. TV sets were expensive and so the audience was generally affluent. Television programmers knew this and they knew that serious dramas on Broadway were attracting this audience segment. So, the producers began staging Broadway plays in the television studios. Later, Broadway authors, like Paddy Chayefsky, Reggie Rose and J. P. Miller wrote plays specifically for television. Their plays – Marty, Twelve Angry Men, and Days of Wine and Roses, respectively – all went on to be successful movies.
As the households with TVs multiplied and spread to other segments of society, more varied programming came in. Situation comedies and variety shows were formats that were borrowed from radio. Former vaudeville stars like Milton Berle, Sid Caesar and Jackie Gleason found stardom after years of toiling on the stages. Ernie Kovacs was one of the first comedians to really understand and exploit the technology of television and became a master of the sight gag.
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The television made people’s attitudes and beliefs about themselves, as well as about people from other social, ethnic, and cultural backgrounds different. Between the 1950s and 2000s, commercial television had a profound and wide-ranging impact on American society and culture.
