Getting You To Buy – Forever

When television started, commercials were permitted at the top of the hour, between shows. Soon the advertisers, seeing the success of this new publicity tool, insisted on a more regular appearances of their message. After a transition (when even Lucy could be seen hawking the sponsor’s product every 15 minutes), the Federal Communications Commission, heavily lobbied by money interests, mandated that commercials must appear at least every 20 minutes. And then the networks increased the number of ad slots and sold them at considerable profit. 

The golden years of television were the ‘60s and ‘70s — a controlled concentrated audience, few channels to watch and advertisers desperate to jump on the bandwagon of sales, marketing, and broadcast profits.

By the late ‘70s, with more sets in operation, the viewership numbers were staggering, 10 times more people watched a hit show then as now and profits soared. The production budgets for shows like “The Mary Tyler Moore Show,” “M*A*S*H” and others were, in real dollar terms, three times even what “The Big Bang Theory” had to spend making classic 21st-century programming. I made an ABC Special in 1988 which had 22 million viewers. If you attracted that many viewers today, you’d be the king of all Hollywood.

So what happened? The advent of cable, more channels, and other types of viewing ruined this bonanza for the networks. Suddenly their viewer numbers started to plummet. Profits fell. What to do? Increase the revenue stream, add commercials. By the mid-‘90s, each one-hour program in a series ordered (one that I created) had to be “not more than forty-five- and one-half minutes.” Half hour series were delivered at 22 minutes, leaving eight minutes of commercials per half hour, or 16 minutes per prime time viewing hour – just over a quarter of an hour, per hour! Now, it’s even worse — you get to watch one hour of television with 20 minutes of commercials in one form or another.

Already, everything you see, everything you receive on TV, comes down the line. The problem is, with you now directly paying the supplier, how do the commercials fit in? Besides product placement, what the streamers are after is your profile, your identity, your likes and dislikes. If you watch home improvement shows, or football, or celebrity shows, you’ll get social media, email advertising, web advertising tailored to what they assume is your characteristics.

And it’s going to get worse. Facebook and Twitter (X now), TikTok, Instagram, Spotify and all the rest trade in your identity and profile. As they add “biometrics” to your profile — and sell that to third parties — as you walk by a McDonalds or Target display, you will be facially recognized and an ad with your name on it will pop up, tailored to your likes and dislikes.

Newest TV sets already on the market have built-in video cameras to help you Zoom or FB-connect with friends and family, all the while monitoring, with AI, your habits and desires. Drink a Coke while watching football? If your local regular supermarket purchase did not show your profile regular purchase of Coke, the next thing you’ll see during that football game is a touchdown across a superimposed Coca Cola line followed by an onscreen ad – click here! — to add Coke to your shopping list.

All your tastes and needs will be tailored, sculpted to fit a lifestyle fed by commercial interests, managed by AI programs, advertised to persuade you what you really need, and you never have to get out of that BarcaLounger ever again except for bathroom calls, at which time the AI will see you get up and will pause your program until you’re back, ready to sit back and consume what advertisers deem is what you should really want.

 

Peter Riva, a former resident of Amenia Union, now lives in New Mexico.

Latest News

Local Pilates instructor returns home after Miami Dolphins stint

Millbrook resident Jackie Bachor hugs her horse, Dessie, during a tour of her barn and Pilates studio on Tuesday, April 21.

Photo by Graham Corrigan

MILLBROOK — Local Pilates instructor Jackie Bachor has led a career that has taken her from rural upstate New York to Miami and back again — where she is forging a new path that blends her passions for fitness and equestrianism.

Now standing in the sun-drenched studio space of True Pilates Millbrook, Bachor has found space for both. The studio doubles as a stable loft, looking down on Bachor’s horses Dessie and Sammy. When Bachor points around the space to identify Pilates equipment, it’s as if she’s naming horses. At the center of the room is the Cadillac, a raised bed with overhead bars. To the side sits the Barrel, an arced apparatus designed for optimal spinal mobility.

Keep ReadingShow less
Thai tea shop to open in former Candy-O’s space on Main Street

Kanchisar Jaradhanaiphat, left, and John Schildbach hope to open Muanjai Tea on Main Street in Millerton by June 6.

Photo by Nathan Miller

MILLERTON — The former home of Candy-O’s on Main Street will soon get new life, with a Bangkok-inspired tea shop expected to open in June.

Millerton residents John Schildbach and Kanchisar Jiradhanaiphat hope to open Muanjai Tea on June 6. The couple — who are set to be married in May — are currently securing permits to renovate the former candy store, with plans to transform the space into a Thai-inspired tea shop modeled after urban cafés, featuring an elevated atmosphere and menu.

Keep ReadingShow less
Oblong Books placed on NYS Historic Registry

New York State Senator Michelle Hinchey buys two books from Oblong Books in Millerton on Thursday, April 23, after inducting the business into the state Historic Business Preservation Registry.

Photo by Graham Corrigan

MILLERTON — Fifty-one years after Dick Hermans and Holly Nelson opened Oblong Books, the Millerton bookstore has been recognized as part of New York State history.

Following a nomination from state Sen. Michelle Hinchey, Oblong Books was added to the New York State Historic Business Preservation Registry. Hermans and his daughter and co-owner, Suzanna Hermans, celebrated the designation Thursday alongside Hinchey, North East Town Supervisor Christopher Kennan and Kathy Moser, acting commissioner of the New York State Office of Parks, Recreation and Historic Preservation.

Keep ReadingShow less
google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.

Amenia's Arbor Day celebration

Amenia's Arbor Day celebration
Nathan Miller

A group of gardeners and community members hear Maryanne Snow-Pitts explain proper care for newly-planted tree saplings near the Harlem Valley Rail Trail in Wassaic after Snow-Pitts planted two serviceberry trees in celebration of Arbor Day on Friday, April 24.

Workforce housing subdivision awaits fire company approval
Amenia Town Hall on Route 22.
Photo by Nathan Miller

AMENIA — The proposed workforce housing subdivision on Route 22 is awaiting feedback from the Amenia Fire Company after developers added more water tanks to plans for the property.

Planning Board members discussed other outstanding questions involving the Cascade Creek workforce housing subdivision at their regular meeting on Wednesday, April 22, continuing a conservation subdivision process that began nearly a year ago.

Keep ReadingShow less
‘Vulnerable Earth’ opens at the Tremaine Gallery

Tremaine Gallery exhibit ‘Vulnerable Earth’ explores climate change in the High Arctic.

Photo by Greg Lock

“Vulnerable Earth,” on view through June 14 at the Tremaine Gallery at Hotchkiss, brings together artists who have traveled to one of the most remote regions on Earth and returned with work shaped by first-hand experience of a fragile, rapidly shifting planet, inviting viewers to sit with the tension between awe and loss, beauty and vulnerability.

Curated by Greg Lock, director of the Photography, Film and Related Media program at The Hotchkiss School, the exhibition centers on participants in The Arctic Circle, an expeditionary residency that sends artists and scientists into the High Arctic aboard a research vessel twice a year. The result is a show documenting their lived experience and what it means to stand in a place where climate change is not theoretical but visible, immediate and accelerating.

Keep ReadingShow less
google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.

google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.