By Andrew Goodwin
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Additional resources for Understanding Television (Studies in Culture and Communication)
M. slot following Coronation Street has often been used to introduce new programmes to the audience. Pre-echo: People will often tune in early to watch a favourite programme. They will often see the last few minutes of the preceding programme, and may then decide to watch all of it the following week. Hammocking: A less popular programme can be hammocked by placing it between two popular ones, so that it benefits from inheritance at the start and pre-echo towards the end. m. sitcom and before a crime series such as The Sweeney.
Generally the most popular programmes are also those most popular with each individual group and traditionally television advertisers have tended to be more interested in the sheer size of an audience rather than its composition. However some programmes do have skewed audiences in terms of class, age, or gender, and these allow the advertising agency buyers to spread their advertising spots across the schedule to pick up sufficient members of any particular target group. The problem for ITV has been that its schedule appeals to an audience skewed towards the older and lower-class groups in British society, not the groups of most interest to advertisers.
Since then the fluidity of certain arrangements has to be attributed to the important interaction of broadcasting, the most important contemporary cultural medium, and the dominant political forces at any time. However, alongside fundamental changes there have been many continuities. What is now in question is how far the rules of scheduling informed by family-viewing principles remain appropriate to new regimes of broadcasting, particularly now that multiple satellitedelivered channels are available to households.
Understanding Television (Studies in Culture and Communication) by Andrew Goodwin