Cable Television in Central Appalachia

27 Pages·2007·1.71 MB·English

DOCUMENT RESUME
EC 073 708
EM 010 917
AUTHCR
Marchese, Lamar
TITLE
Cable Television in Central Appalachia: A Feasibility
Study.
INSTITUTION
Morehead State Univ., Ey. Appalachian Adult Education
Center.
SPANS AGENCY
Bureau of Adult, Vocational
and Technical Education
,
(DREW/OE), Washington, D.C.
PUB DATE
Aug 72
GRANT
0EG-0-71-4410.
NOTE
26p.; issue 5
EBBS PRICE
ME -$0.65 HC-$3.29
DESCRIPTORS
*Cable Television; citizen Participation; Community
Antennas; Community Benefits; *Community Change;
Community Programs; *Economic Disadvantagernent;
*Feasibility Studies; Programing (Broadcast); Public
Health; *Rural Areas; Rural Economics; Rural
Education; Rural Population
IDENTIFIERS
*Appalachia; CATV
ABSTRACT
Appalachia has a long history of isolation, poverty
and exploitation by outsiders, but
many of the region's problems may
be wholly or partly solvable through improved communications
in such
areas as health services, education, and training. The existing
facilities for cable television in the
area, its potential for use in
the needed public services, and recommendations for better
use of
existing services and additional services to meet the public
service
programing needs of the area through cable television
are reviewed in
this report.
(Author/RH)
Cable
17-0evision
in
5
-.6,
Ceniral,5 Appalathia:
A. Feas-bility-
2.
ilIFEIFrm
lit g, August, 1972
PREFACE
Cable Television in Central Appalachia:
A Feasibility Study
The ills
that
plague Appalachia have been too well
Author: Lamar Marchese
publicized to merit their
full repetition here. It will suffice
to
that
region
history
of
isolation,
long
the
say
has
a
Appalachian Adult Education Center
poverty, and exploitation by outsiders. Many of the region's
Bureau fur Research and Development
problems, however, may be looked upon,
part or
in
in
Mowhead State University
whole, as problems of communications. Among these might
be counted problems
Morehead, Kentucky
of
40351 delivery
in
health
the
services,
problems of inadequate educational programs, and problems
of unemployment.
The Appalachian
Adult
Appalachia has, however, a new resource to help in
Education
(AAEC)
Center
is
a
mlti-purpose research and demonstration
its problems, that
as yet vittually untapped,
redressing
agency dedicated
is
to the improvement of the quality of adult basic education
That resource
cable television; until recently the same
is
instrument that did little more than link rural Appalachia
hr oughout the thirteen state Appalachian region.
with urban-based television broadcast stations. The carriage
of more and better broadcast signals
Toward that end, the Center conducts research
the backbone of
on the nature
is
adult
of the
learner,
administers
television's
cable
of
demonstrations
surely the
its
success,
of
and
basis
growth "but
exemplary
adult
this were
if
learning
could promise, this study
programs,
it
all
teachers and
trains
administrators in modern methods and techniques of adult
would
never
the
excitement
begun
national
have
and
instruction,
and
concerning cable communications would never have been
fosters
the
development and spread
of
poderred adult education practices particularly suited to the
generated.
'needs of rural undereducated adults.
Among the
of
most
television's new
cable
basic
generation of services is local program origination, Through
locally
would be
cablecast programs
it
to
alert
possible
community problems
of
health, housing, and
people
in
suggest ways of
to
unemployment;
taking advantage
of
education, employment, and training opportunities; and to
build community support for
efforts
local and
to
solve
regional social problems, In other words, cable television has
the potential to become a powerful communications medium
in and of itself.
It was this realization, and its implications for delivery
of adult education services,
that sparked the Appalachian
Adult Education Center, under a grant from the Appalachian
Regional Commission, to begin studying the feasibility of
involving cable television systems in central Appalachia in
efforts toward community and regional development. The
specific objectives of the study were to:
examine existing CATV facilities
within
study
the
area;
assess the potential of such facilities for use in public
2,
programming which would be designed
service
to
facilitate regional development efforts;
recommend ways to
make better
existing
of
use
facilities and services for public service purposes;
recommend additional
facilities and services which
should be provided
to reach and meet the public
service programming needs of the area through use of
cable television,
1
is now completed and our
Although
the
research
findings now reported, the task is far from over; for the next
several years are destined to be formative ones for the future
of cable communications.
medium which
will
into
If
develop
cable
is
a
responsive to community problems is yet unknown. As the
still
"Choice
Sloan Commission
however,
stated,
is
has
possible in regard to cable television. Citizens may still take
a hand in shaping cable television's growth and institutions
in a fashion that will bend it to society's will and society's
best intentions."
U S DEPARTMENT OF HEALTH.
EDUCATION & WELFARE
in short, still time. Time for innovation and
OFFICE OF EDUCATION
There is,
DOCUMENT HAS BEEN REPRO
exploration of alternatives. Time to be used in employing
DUCED P.AC- Y AS RECEIVED FROM
THE PERSON OR ORGANIZATION ORIG
the improvement of the Appalachian
for
television
cable
INATIN6 11 PONES OF VIEW OR LOIN
importantly,
time
help
region,
to
most
shape
and
STATED DO NOT NECESSARILY
a
ION
REPRESENT OFFICIAL OFFICE OF EDU
technology that, in time, will shape us,
CATION POSITION OR POLICY
CONTENTS
PREFACE
6 0 0 6 0 0
0 0 0 0
O
FACILITIES REPORT
..
PROGRAMMING REPORT
7
.
.
6
TECHNICAL REPORT....
12
.
6
6 0
0
O
CONCLUSIONS AND RECOMMENDATIONS
17
.
SELECTED BIBLIOGRAPHY
22
Cable
throughout
television
within
pervasive
cable
area make
systems
is the
gathering
central Appalachia. As near as can be determined,
overall statistics on penetration of cable television a
there are
105 cable
systems operating
very difficult task. Although required to report to
television
within the area, serving 136 different communities.
the FCC about certain operational and ownership
These systems range from those with less than 100
information, many small systems have simply not
to a
giant complex
the Kingsport,
subscribers
complied.
in
Complete statistics
were
gathered,
however, on a sample of 59 of
Tennessee-Johnson City, Tennessee-Bristol, Virginia
the 105 cable
(Tri-Cities) area with almost 34,000.
systems operating within the study area.
Cable came early to the mountains, especially
Central Appalachian cable systems maintain
in Kentucky, where several systems date back to the
an average penetration of 55 per cent, This figure
early
entry into
This
1950's.
early
the
compares favorably with a national estimate that
cable
business, although prompted by need, has proved to
the average- cable TV system has a 56 per cent
mixed
it
that
Good
blessing.
brought
be
in
saturation
Of
a
market.
its
in
three
the
states,
television early to an isolated area that otherwise
Kentucky
of
market
highest
the
has
level
would have had no television service, bad in that
penetration with an average of 62.5 per cent. Cable
the technical advancements of the industry haveleft
Virginia hold 59.3 per cent of their
systems
in
many of the pioneers behind, Home-made and out
markets, followed by Tennessee with 46.5 per cent.
of date equipment is still
in service in many of the
early
poorly
resulting
systems,
in
served,
Although
and
Kentucky
maintains the
highest
underserviced subscribers.
it
market saturation,
also has the lowest absolute
number of
is explained by the
subscribers. This
Most area systems are small, averaging about
of
quantity
television
cable
in
systems
eastern
1,300 subscribers per system. These small systems
Kentucky who are very small, but who maintain a
generally provide far less channel capacity than the
very high proportion of subscribers. There seems to
now permits
of
with
art
state
the
few
and
direct
relationship between the number of
be
a
exceptions,
system
self-contained,
each
subscribers and the average market saturation. For
is
independent and unlinked to any other. As is true
example, tri-state systems that have between 0 and
nationally, cable systems within the study area are
500 subscribers have an average market saturation
to be found primarily
cities and towns,
in
small
of 78 per cent. Those between 501-1500 have an
unserved or only partially served by conventional
average penetration of 61 per cent. Cable systems
two
television.
The
cities
the
large
in
with 1,501-3,500 have an average market saturation
area,
Knoxville and Chattanooga, and the two peripheral
of 57 per cent, while those between 3,501-7,000
Lexington
cities,
Roanoke, are
and
all,
have 55 per cent, and those with 7,001 and above
yet,
as
without cable service.
maintain 46 per cent penetration.
to come from
important
The
fact
these
Penetration
that a majority (55 per cent) of the
statistics
is
population is "on the cable" in those communities
terrain
of
The
mountainous
central
in central Appalachia served by cable television. In
Appalachia makes cable television almost essential if
other
words,
although
not
cable
does
reach
one is to receive adequate television service. Local
central Appalachia,
it
in
everyone
does reach
a-
mountain
the
smallest
businessmen
in
even
significant enough number of people to make it
communities have taken advantage of this fact by
worthwhile to use cable as a communication tool.
literally stringing cable on trees in some cases, and
but profitable, cable
minimal,
running
television
systems out of the backs of their appliance stores.
Channel Capacity
The extreme isolation and small size of many
Prerequisite to the provision of local program
origination
of
or
other
services,
number
any
many
origination
systems begun
have
of
is the availability of channel
non broadcast services,
public
either
programming
or
service
in
as
a
is, of course, cable's capability to provide
anticipation
space,
of
Even without
this
requirement.
I t
that
mandatory origination,
may be expected
channel
such
it
services
makes
space
these
that
conceivable in the first place. Although carriage of
CATV operators who are anxious to program new
conventional television is the major priority of cable
material and attract subscribers will be interested in
r likely that
it
operators and subscribers alike,
cooperating with development districts, community
is
twenty, or even more unlikely, forty channels, will
organizations, or other service agencies by donating
be filled with conventional television. Those surplus
cable time in exchange for programming.
channels
provide
of
the
promise
real
cable
television.
Program Origination
The number of
that
television
channels
Appalachia, very few cable
a
Within
central
coaxial cable can carry is determined by the size of
systems have over 3,500 subscribers. Therefore, the
the cable and the sophistication of the associated
FCC program origination ruling, even if
it had not
electronic
systems were capable of
Early
gear.
been struck down by the courts, would have had
providing six channels; later twelve channels became
little impact. Likewise, the provisions of the FCC's
now -twenty
standard
channel
and
systems
are
-Non-Broadcast Channel Access" requirement will
becoming common. Quite a number of four, five
not widely apply in central Appalachia because the
and six
channel cable systems are
still
operating
FCC has made those regulations applicable only to
within central
Appalachia. Most of these systems
top 100 markets.
with
restricted channel capacity have no surplus
channels; therefore, before any local origination may
For a variety of reasons, however, some few
take place
those locations the system must be
in
within
cable
voluntarily
systems
the
area
are
substantially rebuilt.
originating programs and others are making their
first
tentative
into
Of
steps
cablecasting.
the
forty-seven
within
the
systems
located
six
Non-broadcast Channels
development districts under study, fourteen systems
currently
form
are
engaged
of
in
some
The
non-broadcast
channel
access
non-automatic local origination.
requirements are the most significant feature of the
FCC's new rule package that went into effect in
This new emphasis on program origination is
March, 1972. Free access to the public, access on a
with
which
many
one
cable operators
ill
are
paid basis on the lease channels, as well
as free
It
to
prepared
cope.
nevertheless,
the
great
is,
government
channels, all
education
provide
and
untapped 'resource
of
television.
cable
Program
the effective use of CATV to
opportunities
for
origination could include instructional programming
assist in solving regional problems. However, it must
for
home
of
and
classroom;
televising
local
that
noted
the
impact
of
potential
be
these
board or city
activities,
school
such
council
as
regulations upon CATV systems in Appalachia
is
meetings, community drama, civic events, or local
minimized by the fact that much of the population
informational
sports;
and
educational
and
is outside of top 100 markets.
programming
to
useful
low-income
especially
groups.
If the courts eventually allow the mandatory
The precise coverage of a cable TV system
program
origination
ruling
to
effect,
take
the
it
for
the
makes
medium
requirements of that section would apply to systems
logical
solving
the
of
below the top 100 markets which have 3,500 or
problems
television
local
the
service, and
of
CATV
economics
community
more
Although
subscribers.
make
also
form of
final
the
not now predictable,
television possible at a drastically reduced cost.
cablecasting
regulations
is
4
level
of
effort
There are several alternatives related to just
limited
with
experimewa
community
exactly
who
should
l rimary
the
in
.The
be
oi?
function
. .
.
public
becomes
CATV system
responsible
for
origination.
local
Local origination by the CATV system operator is
relations maintaining favor with regulatory
one such alternative.
the
agencies,
government,
and
the
public-and
function
the
secondary
All of these
attracting new subscribers.
function
However,
this
to
leave
factors militate against direct connnunity
entirely in the hands of the operator would
place him in competition with all other
involvement and against providing an outlet
for the nonconformist and the unpopular
suppliers of programming who m411/ wish to
distribute their product over the CATV
point of view.2
system. This competitive relationship may
An
alternative
operator
to
sponsored
not be desirable in the long run, since the
origination
responsibility
for
placing
local
is
operator, seeking to maximize the value of
origination
of
the
hands
broad-based
in
a
his programming, 'night restrict access and
community association, a citizen's communications
therefore limit diversity. 1
council.
Local
development
districts
well
might
become the parent organization of such community
councils, or at least aid
in their formation. When
such councils are they may procure
established,
their own equipment and studio space, and operate
independently or they may prefer
a cooperative
arrangement with the cable operator.
Summary
An overview o
it now
cable television as
exists in central Appal
chia may not appear overly
is are small, averaging 1,300
impressive. Most syste
They
subscribers
per
syste
have average
an
of
capacity
channel
but
actually
ten
channels,
deliver an average of s
en broadcast
signals.
ndependent and unlinked to
Each system
is
any other.
n an "electronic highway-
Rather th
they more closely
mble a
city street system,
res
ing at the cit1 limits. Only a
with the cable dead-en
handful of cable ope
ators
involved
in
local
are
origination.
Most sys
totally
ms are
dependent
upon the products of b
oadcast television.
The example of local origination
in Canada
with
limitations,
th
Even
cable
area
se
also is helpful in showing the limitations of program
8 per cent of the potential
systems reach roughly
origination under operator sponsorship.
audience, some 480,00
people. This figure might
not seem impressive e
ept when compared with
After as much as ten years of local
the 9
that cable has
cent
per
figure
audi
ce
operators of large Canadian
origination,
nationally. These figure
little however, for
reveal
CATV systems tend to settle for a modest
they
compare
television
cable
broadcast
in
terminology. They measure
with equality where
REFERENCES
cable is and where it isn't.
If compared on its own
by
terms,
looking
at
the
audience
Feldman, Cable Television: Opportunities
size in
1N.
E.
communities penetrated by cable, it
is obvious that
and Problems in
Local Program Origination
cable can hold its own for it enjoys an average of
and
CA:
Monica,
Corporation,
(Santa
55 per cent penetration.
1970), p. 21,
if
television
Cable
central
in
Appalach-a,
2(bid., 20.
viewed as a macrosystem, is discouraging.
If viewed
as an electronic highway, a means of facilitating the
of
information
exchange
between
and
ideas
connected points,
it
is a disappointing failure. This
is not to say that interconnection will not, in time,
occur.
Satellite
of
experts
low
cost
speak
interconnection that
will merge independent cable
systems into a national network, or any number of
regional configurations,
As cable
presently constituted, however,
is
there is no overall "cable television system," if we
think
of
"system"
definition.
in
dictionary
its
Unlike
macro-systems
the
such
broadcast
as
television
or
telephone
skistem
cable
system,
television "micro-systems" are not interdependent,
nor do they regularly interact with one another.
They are
entities
independent
that,
yet,
as
provide
only
purely
with
local
no
service,
a
connection
or
importance
nearby
even
--_
communities.
Within
a given community, cable television
does function as a system for it interconnects many
homes through its "head-end."
If we focus then
upon the
or even upon
individual
micro-system,
multiples of individual micro-systems,
it becomes
clear that the outlook is not nearly so bleak, for the
community, as defined by the limits of the cable
the natural and primary place for the
system,
is
development of expanded cable services to begin.
The problem then becomes one of identifying
communities that have the minimum preconditions
to begin using surplus channel capacity. The natural
usage of such capacity
is of course, based upon the
physical configuration of the cable system, which
brings us full circle and face to face again with the
community.
6
This study
particularly
concerned with
is
to
potential
Cable
the
has
reverse
these
locally
produced
programming,
contrast
in
to
processes. It can provide a means to use the power
"canned" material brought in from the outside. By
of television to generate community involvement,
virtue of its many channels and precise geographical
dialogue, and action. It can even provide access to a
is uniquely qualified to
coverage, cable television
medium that has long been closed to the public.
provide programmin
characterized by its localism;
by its concern with local issues, events, and people.
The ability
of a cable system to originate
programming on one or more of its surplus channels
In the view of many: -The basic business of
it
minority
enables
to
serve
audience--those
a
cable is the cultivation of local culture. This does
interested
in some specific local event or issue. At
not
stenciling
national
mean
network
type
off-air
time
the
the
same
(broadcast)
chanoels
programming on a local setting.-1
It does mean that
provide service for those customers, almost certainly
the local cable system role is to:
majority, who want
to
the
watch
mass-appeal
programs. The cable system can deliberately set out
increase the community's awareness of
to serve a minority audience without diminishing
,
cultural
their
existing
thereby
system,
majority. The free-air
to
service
the
broadcaster
control
giving
its
over
them
more
with his single channel cannot serve minority and
development... Cable
the
enlarge
can
majority audiences simultaneously.
of
culture
capacity local
the
to
control
about
communicate
its
and
development. 2
One of the Rand Corporation papers suggests
that
programming
should
judged
by
be
the
following standard:
Local origination--by means
.
of canned distributed products is
a service to the
public only insofar as these products increase the
diversity of programming available."3
Programming Models
Broadcasting
in
America- -first radio,
then
television-grew out of local stations, grew to reach
the urban areas, grew to interconnect many cities,
finally
national
and
became
in
scope.
Even
educational or "public" broadcasting went the same
route.
In that process somehow the hometown got
lost. Stations that could broadcast school board or
town council meetings- -and sometimes change the
local history by doing so--came to reach audiences
too large to care about these local matters. They
also came to be more and more expensive to build
and to operate, so that local issues simply could not
be afforded.
Public Service Programming
opporitiniti
Information
recreotionai
on
local
theaters, places to visit, etc.
Among the things most commonly mentioned
Concerts and variety shows (amateur, semiprofessional, and
professional).
can do,
that
provide community-based,
cable
is
public
programming
service
through
its
local
Popular music programs.
origination facilities. Such programming may cover
Language lessons.
matters of health and welfare, the interaction of
Public speaking,
government and
its constituents, social and
local
the community, formal and
economic
of
Travelogue series. (There has also been a series of programs
needs
On separate countries, presented by a commercial counselor or
informal
the whole range
education,
indeed,
of
delegate of the cniintry,)
community cultural, social, and civic events.
(often
Tax-return
advice
nd--
dues
in
phone -in
r
format).
Much of
the cablecasting that
going on
is
for
Continuing
education
counseling
trade
and
teenage
based upon a broadcast model. Operator
now
is
dropouts and adults.
programmed systems,
in Modesto,
such those
as
Talks by police on highway driving safety
regulations, anJ
California, and Grand Junction, Colorado, offer a
automobile maintenance advice, (On one program, a ducurnem
mixture
programming much
of
like
expert discussed how to recognize counterfeit $10 and .7.2()
broadcast
a
bills.)
schedule, with some public interest programming in
the mix.
Discussions of drug use and abuse.
Interviews with members of Alcoholic Anonymous, Smokers
following
The
of
list
programs
Watchers, Gamblers Anonymous, and
Anonymous,
however,
Weight
ex prisoners.
illustrates the wide variety of programming possible,
and may serve as a useful guide to those interested
Automobile maintenance information,
in bepinning local production:
Informoion on the use and care of snowmobiles.
Photography and cinematography instruction.
,'-activities of service organizations (0,g Kiwanis, Red Feather,
and Rotary Clubs).
Instruction in buying and caring for guns.
Kindergarten
entertain
shows
arranged to
educate
and
business growth of
of
industrial
the
the
and
Coverage
preschool children.
community, with an analysis of ensuring sociological changes.
Women's programs:
Fashion shows, modeling tips, beauty
Programs sponsored by religious groups.
hints, etc. (Contributing Merchants are mentioned in credits.)
Talks by members of the fire department on fire prevention
General homemaking advice for women.
and safety,"4
Knitting and weaving instruction.
The Sloan Commission Report suggests that
Home furnishing and interior decorating for the low-budget
health, education, and politics are but a few of the
housewife,
exploration
to
public
by
open
service
areas
Swap-shop programs (individuals call the station with ite
ideas on health programming
Their
cablecasting.
for sale, and viewers call the sellers directly).
have special significance for the region, for poor
Calisthenics and physical culture (largely for women).
health
practices,
widespread
and
services
are
Home first
taught by en organization similar
aid
throughout Appalachia.
the
to
American Rid Cross.
for women, including job and schooling
guidance
Career
Health Services Programming
opportunities.
Animal care, given by a veterinarian.
Health
A.
Assistance
Care
directing
programming
Gardening.
individuals
to
for
care
University programs, focusing on special campus problems,
themselves. Some would be of
discoveries, or research, presented by students, faculty, and
administration. Includes general university information; drama
interest
broad
general
such
and poetry readings; panel shows; discussion of issues such as
as
academic freedom and community relations.
medical and nonmedical use of