Measuring time has always been considered a science. Time actually plays a very interesting role in radio and television broadcasting. Just as everything in matter revolves or rotates around something bigger, television and radio programs revolve around time. In this article, OnlineClock.net will discuss the relationship of Prime Time television to what time is displayed on the clock; Drive Time, or “radio prime time”, will also be discussed.
The term “Prime Time television” is indicative of what it means. This is the most prime, or optimal, time frame in a 24-hour period to play a show on television. According to the Merriam-Webster Dictionary, the definition for “prime time” is the time period when television or radio audience is the largest. It is also noted in a second definition as the choicest or busiest time. The meaning implies something of great importance. In the world of television, this time is calculated by research to see what the various time frames are in which the largest number of people are watching T.V. Slots with more average numbers of viewers will cost more; less popular times will cost less to purchase for programming. It has been determined that the evening hours after people arrive home from school or work, eat dinner and begin relaxing are considered to be “prime time,” as most modern agendas for relaxation involve watching T.V.
What does Prime Time actually mean, anyway?
Drive time‘s significance is very similar to prime time’s, except it applies to radio broadcasting. The reason it is called “drive time” is best answered by Merriam-Webster’s definition for the term, which is a time during rush hour when radio audiences are larger in number, due to listeners commuting and listening to car radios for entertainment. Thus, the most optimal time for any radio show, commercial or program would be during drive time slots. In most cities, there are several prime slots, with the most popular being morning and evening rush hours. Between 6:00 a.m. and 8:00 a.m. is when most morning commuters are on the road; evening rush hour begins around 5:00 and lasts until about 6:00 or 7:00 p.m. in most larger cities.
Drive Time: it's a gas (get it?).
The whole concept of what prime time television and drive time radio were built on is related to the same concept of a key principle that was outlined in the Communications Act of 1934. This act specified that licensed broadcasters are required to serve public interest, necessity and convenience. That specific line was picked apart by Congress, the Federal Communications Commission, or FCC – and of course the courts, as referenced by Mara Einstein in her book titled “Media Diversity: Economics, Ownership, and the FCC,” which is available to read fully on Questia. Einstein notes at the beginning of Chapter One that the specification of “public interest” was likely meant to imply diversity of public opinion. From this concept, coupled with the First Amendment’s ruling of freedom of the press, ideas were free to evolve and be used in a free “marketplace of ideas,” as the author stated.
Although the first television shows had actually begun in 1928 in the United States and in 1929 in England, according to the book “The History Of Television,” by Elizabeth Raum, television’s popularity was delayed for a couple of decades. Due to the expensive initial cost of a television after their release, then later the depression, World War II and post-war recovery, televisions did not gain popularity until the 1950s. According to the previously-mentioned Merriam-Webster Dictionary definitions for prime time and drive time, the term “prime time” originated first in 1958, even though radio was an older form of entertainment.
Drive time originated later in 1966. This does make sense when compared to a time line produced by Radford University about broadcasting history. According to this broadcasting history time line, the entire decade of the 1950s played an important role in radio transitioning from nationwide broadcasts to more local broadcasting. This was due to the emergence of television programming, which was the new form of entertainment, replacing the evening entertaining duties of household radios. Without families tuning in to hear their favorite evening radio shows, there would be no such thing as prime time radio, only prime time television. Three broadcasting giants continued to grow throughout the 1950s and 60s – ABC, CBS and NBC. The time line does note that the main savior of radio during that period was Rock and Roll music begin played on the radio; other genres of recorded music contributed also. Several years later after listeners had been won back by music, the emergence of music shows, specials and advertising began with competition for the “drive time” slots.
The original "giant networks" of Prime Time T.V.
Radford University’s time line also mentions the introduction of the Financial Interest and Syndication Rule, commonly called the Fin-Syn Rule, which took place in 1970. By this time, the previously-mentioned television broadcasting giants NBC, ABC and CBS continued to grow. To protect television broadcasting and keep it a free marketplace, the rule stated that no broadcasting company could own the shows they chose to broadcast. TV Party notes the biggest change that came about regarding prime time television in 1971. During this year, the Prime Time Access Rule was introduced in September. The rule removed any network programming during 7:30 p.m until 8:00 p.m Eastern Standard Time. Sundays were an exception, with individual stations being permitted to air syndicated or local programming. Networks were furious about this new demand; the only network that wasn’t upset over the ruling was ABC. Earlier in the 1960s, ABC often had gaps of a half or full hour during the entirety of the prime time slot, which was from 7:30 p.m. until 11:00 p.m. The Prime Time Access Rule had a rippling effect – it contributed to some older adult favorites being canceled on every network. Some examples were Mayberry R.F.D., Green Acres, The Ed Sullivan Show and Red Skelton.
With the dawning of the 1980s, the battle for slots in the prime time block continued. Business for Hollywood producers was flourishing, thanks to the networks’ inability to monopolize or own the shows they were broadcasting. The Fin-Syn Rule was slightly beginning to become more lax, though. Later in the 1990s, according to Radford’s time line, the rule was no longer seen as necessary and was dropped, due to network shares dropping from 95% to less than 60%. The rule was officially dropped in 1993, but it had been removed piece-by-piece until there was nothing left. Today, monopolization is not a threat. There are many established networks. Although the three giant broadcasting networks remain strong, the emergence of cable, satellite and other large networks, such as FOX (love ‘em or hate ‘em), have helped stabilize the market immensely.
What is Prime Time like in other parts of the globe?
After international broadcasting began, time differences were considered. For example, prime time television in the Eastern Standard Time zone of the USA would be the same time viewers in England and a good portion of Europe would be sleeping. So, when this type of broadcasting is done, time differences for each country’s individual prime time are taken into consideration. For example, Israel’s prime time is from 8:00 until 11:00 p.m, with the most popular program at 9:00. China uses the term “Golden Time” instead of prime time; this is comprised of the hours between 5:00 and 9:00 p.m. Japan also uses China’s term for prime time, but their block of time is from 7:00 until 10:00 p.m. The beginning of prime time in Germany and Austria is marked by Das Erste, Germany’s oldest broadcasting network, with a news broadcast called Tagesschau. This begins at 8:00 and lasts 15 minutes, marking the beginning of prime time. Italy’s time slot is shorter than those in most other countries, ranging from 9:00 until 11:00 p.m. However, the United Kingdom has one of the longer prime time blocks, lasting four and a half hours, from 6:00 until 10:30 p.m.
We hope you’ve enjoyed OnlineClock.net‘s brief look at one very particular aspect of time – Prime Time.
The makers of Online Clock hope that you’ll continue to use our alarm clock to help remind you when it’s time to watch your favorite television shows or listen to your favorite radio shows!
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