Word: viewer
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What does all this mean to the viewer? Generally, programming of greater diversity and sophistication than can be seen on network TV. What exactly the viewer sees, however, varies with the type of cable service offered in a new subscriber's neighborhood, and also with his or her choice. Essentially, there are two kinds of hookups...
...company that has the franchise for the subscriber's area will run a wire from the nearest telephone pole into the house and attach it to the back of the TV set, much as the Bell System installs a new phone. For a monthly fee averaging $7, the viewer can watch up to 36 channels, vs. a maximum of twelve on a set wired to a rooftop antenna. The cable brings in sharp, clear pictures and often enables a viewer to pick up out-of-the-area stations that may show on, say, Wednesday night a movie he missed...
...basic-cable viewer can also tune in a clutch of UHF channels featuring the offerings of stations whose signals are too weak to be picked up ordinarily by antenna. These programs make up a bewildering smorgasbord: sports events (Madison Square Garden, for example, offers to basic cable many basketball and hockey games and boxing matches not shown on broadcast TV), educational, and religious shows. All channels viewable on basic cable can carry advertising...
Cable operators and programmers are developing some intriguing program ideas. Jerrold Electronics and Mattel, the toymaker, are putting together a package of games and educational courses, called Play Cable, that the viewer can participate in by using a Jerrold home minicomputer (price: $400). The package includes gambling games and a football game for armchair quarterbacks...
...print journalists think do a pretty lame job of news gathering." If Rosenfeld's paper headlines a local story 3 DIE IN FLAMING CRASH, the paper's spare recital of the facts is "seen as a coldhearted attempt to retail death," says Rosenfeld, while the TV viewer sees "the professionally saddened visage of the newscaster, a friendly, likable fellow, as a natural human response to tragedy...