Cover: Potential Impact of Cable Growth on Television Broadcasting

Potential Impact of Cable Growth on Television Broadcasting

Published 1970

by Rolla Edward Park


Download eBook for Free

FormatFile SizeNotes
PDF file 2.5 MB

Use Adobe Acrobat Reader version 10 or higher for the best experience.


Purchase Print Copy

 Format Price
Add to Cart Paperback89 pages $25.00

Although future growth of cable television promises more diverse programming, it also poses some threat to over-the-air television broadcasting stations. A computer model is developed to compare station audience, revenue, profit, and local programming expenditure, with and without cable. A very strong set of distant signals is assumed, and cable penetration is assumed to reach ultimate levels (about 40 percent to 45 percent nationwide). Results indicate that concern over the impact of cable is misdirected on several counts: (1) Reduction in aggregate station revenue due to cable is small enough to be balanced by one year's typical revenue growth. (2) Stations in larger markets would, on the average, be little hurt by unrestricted cable growth. (3) Stations in smaller markets would suffer severe revenue reduction due to cable at ultimate penetration. (4) At least through the 1970s, nonnetwork UHF stations would gain substantially, because cable puts them on the same technical footing as competing VHF stations.

This report is part of the RAND report series. The report was a product of RAND from 1948 to 1993 that represented the principal publication documenting and transmitting RAND's major research findings and final research.

This document and trademark(s) contained herein are protected by law. This representation of RAND intellectual property is provided for noncommercial use only. Unauthorized posting of this publication online is prohibited; linking directly to this product page is encouraged. Permission is required from RAND to reproduce, or reuse in another form, any of its research documents for commercial purposes. For information on reprint and reuse permissions, please visit

RAND is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.