Television Advertising.Television advertising is fundamental to the structure and function of radio and television...

Television Advertising

Although broadcasting was initially conceived as a means to sell radio sets, broadcasting and advertising have become virtually synonymous for listeners and viewers, taken for granted as being fundamental to both the structure and function of radio and television.

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This marriage of big business advertising, public entertainment and information, and mass media technology was unlike any form of communication ever devised, bringing economic, ideological, cultural, and technological forces together in an elaborate and unprecedented coalition.

By the late 1920s this coalition had matured to the point where advertising agencies had taken control of the schedule, buying air time from the networks or individual stations and producing programs themselves on behalf of sponsors.