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เนื้อหาย่อ : Preface a the short time since the original edition of this book in 1981, the subject sumer has evolved considerably. Cable television has expanded and developed a# forms; satellite relays have stimulated radio networking and format syn- dcpon: public broadcasting has reorganized, and the process of broadeast. de- eplation has advanced. We therefore made the following changes in addition to wduting industry strategies and specific program examples: ㆍ We now devote a separate part of this book to cable television, adding entirely new chapters on the programming of cable systems, basic cable networks, premium services and local origination. ㆍ We regrouped the chapters, placing together television chapters, cable chapters, radio chapters and public broadcasting chapters. This regrouping closely fts the structure of many programming courses and permits teach- ers to conveniently reorder whole parts. ㆍ Deregulation rendered moot most of the material on regulation in the previous edition, leading us to recast the entire introductory part of this edition. We reduced three chapters to one which directly introduces the rest of the chapters. ㆍ We added a chapter on program and audience research covering the pro cedures and vocabulary of ratings analysis for broadcasting and cable. It includes reproduced pages from a variety of ratings books. - We added a chapter on radio networks and format syndicators to lead the section on radio programming, indicating the revitalized role of nation- wide radio programming. ㆍ We expanded the group-ownership chapter into radio and cable to show the role that multiple-system owners are now having on cable programming. ㆍ The dramatic alterations in national publie radio and public television led to a complete reworking of these chapters and the addition of two new contributors, Despite these changes, we believe our fundamental approach to the subject iprogramming proved viable and so have retained much of the first edition. As we said in the preface to that edition, only on the most generalized level can one make statements about programmers and their functions that apply equally to sorts of programming situations. We start with such generalizations because a rpes of broadcasting and cable ultimately share certain common attributes, so matter how diverse the surrounding circumstances. But the heart of our book a the testimony of actual practitioners in varied programming situations. One caveat should be made at the outset: We do not attempt to evaluate progamming except in the pragmatic sense that progammers themselves use-