WGBH Openvault

WGBH Forum Network; TV's New Economics

03/08/2006

TV's New Economics David Poltrack, exec vp, research, CBS Jorge Schement, co-director, Instit Info Policy, Penn State Univ Though younger technologies such as iPods and cell phones signify the emerging digital era in the popular imagination, the transformation of television from a broadcast medium offering limited channels to a digitally enhanced environment of (apparently) infinite choice may be far more significant in social and historical terms. Today's Forum examines the changing economic base of American television, the role of audiences and audience-measurement, the broader role of consumption and advertising in the evolution of American television. Our speakers are renowned for their mastery of this complex economic and demographic history. David Poltrack, one of the media industry's most respected experts on audiences and audience measurement, was recently named president of CBS Vision, CBS' new research unit. Since 1994, Poltrack has been executive vice president for research and planning at CBS Television, overseeing all television research activities encompassing audience measurement, market research, program testing and advertising research. Jorge Schement is perhaps the leading academic scholar of the statistical matrices of consumption and information exchange. He is distinguished professor and co-director of the Institute for Information Policy, Penn State University.


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Series
WGBH Forum Network
Program
TV's New Economics
Program Number

3030

Series Description

The WGBH Forum Network is an audio and video streaming Website dedicated to curating and serving live and on-demand lectures given by some of the world's foremost scholars, authors, artists, scientists, policy makers and community leaders. These events are hosted by world-class cultural and educational organizations in the Greater Boston area. Through this online service thousands of interested people across the world partake of these lectures from the comfort of their home or office at any time they choose. We are proud of the role we serve in our community, of protecting and projecting the public voice; and of informing and inspiring that public voice to foster deeper understanding of and civic engagement in important issues.

Program Description

TV'S NEW ECONOMICS DAVID POLTRACK, EXEC VP, RESEARCH, CBS JORGE SCHEMENT, CO-DIRECTOR, INSTIT INFO POLICY, PENN STATE UNIV

THOUGH YOUNGER TECHNOLOGIES SUCH AS IPODS AND CELL PHONES SIGNIFY THE EMERGING DIGITAL ERA IN THE POPULAR IMAGINATION, THE TRANSFORMATION OF TELEVISION FROM A BROADCAST MEDIUM OFFERING LIMITED CHANNELS TO A DIGITALLY ENHANCED ENVIRONMENT OF (APPARENTLY) INFINITE CHOICE MAY BE FAR MORE SIGNIFICANT IN SOCIAL AND HISTORICAL TERMS. TODAY'S FORUM EXAMINES THE CHANGING ECONOMIC BASE OF AMERICAN TELEVISION, THE ROLE OF AUDIENCES AND AUDIENCE-MEASUREMENT, THE BROADER ROLE OF CONSUMPTION AND ADVERTISING IN THE EVOLUTION OF AMERICAN TELEVISION. OUR SPEAKERS ARE RENOWNED FOR THEIR MASTERY OF THIS COMPLEX ECONOMIC AND DEMOGRAPHIC HISTORY.

DAVID POLTRACK, ONE OF THE MEDIA INDUSTRY'S MOST RESPECTED EXPERTS ON AUDIENCES AND AUDIENCE MEASUREMENT, WAS RECENTLY NAMED PRESIDENT OF CBS VISION, CBS' NEW RESEARCH UNIT. SINCE 1994, POLTRACK HAS BEEN EXECUTIVE VICE PRESIDENT FOR RESEARCH AND PLANNING AT CBS TELEVISION, OVERSEEING ALL TELEVISION RESEARCH ACTIVITIES ENCOMPASSING AUDIENCE MEASUREMENT, MARKET RESEARCH, PROGRAM TESTING AND ADVERTISING RESEARCH.

JORGE SCHEMENT IS PERHAPS THE LEADING ACADEMIC SCHOLAR OF THE STATISTICAL MATRICES OF CONSUMPTION AND INFORMATION EXCHANGE. HE IS DISTINGUISHED PROFESSOR AND CO-DIRECTOR OF THE INSTITUTE FOR INFORMATION POLICY, PENN STATE UNIVERSITY.

Asset Type

Broadcast program

Media Type

Video

Genres
Event Coverage
Citation
Chicago: “WGBH Forum Network; TV's New Economics,” 03/08/2006, WGBH Media Library & Archives, accessed December 10, 2016, http://openvault.wgbh.org/catalog/V_F84F4472543C4674B16E8203C4996152.
MLA: “WGBH Forum Network; TV's New Economics.” 03/08/2006. WGBH Media Library & Archives. Web. December 10, 2016. <http://openvault.wgbh.org/catalog/V_F84F4472543C4674B16E8203C4996152>.
APA: WGBH Forum Network; TV's New Economics. Boston, MA: WGBH Media Library & Archives. Retrieved from http://openvault.wgbh.org/catalog/V_F84F4472543C4674B16E8203C4996152
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