The Big Three's Prime-Time Decline: A Technological and Social Context

This paper is an analysis of factors associated with the 25-year decline in the prime-time shares of the top 3 television networks. Time series analysis revealed a stronger serial correlation between network decline and social indicators than between network decline and technological factors. Network shares were negatively correlated with indicators of social differentiation, and were also negatively correlated with the penetration of cable and other multiple video programming distribution sources (MVPD) into the nation's households (the technological context). Findings were discussed in terms of the impact of social change on both the audiences and organizations of broadcasting.