of
network religious programs during the 1970s occurred primarily once again because the networks found it more profitable to air those programs that paid for their air - time than those programs for which air - time had to be provided.
In addition to the audiences for syndicated religious programs, the audience for all religious programs also includes the audiences for other programs such as local religious programs (which increasingly are turning to cable),
network religious programs, religious specials, and those programs broadcast outside the regular sweeps period.
Though their audience dropped in the late 1970s, in 1981 the NBC one - hour specials still had an average audience per program of 1,674,000.3 The weekly audience for the three
network religious programs in mid-1982 was still close to three million, a fact which is frequently overlooked because of their lack of flamboyance, and the controversy that has surrounded the paid - time religious programs.
The effect of the growth in paid - time religious programs was felt not only by other syndicated religious programs but also by
network religious programs.
Table 7.2 presents the average number of stations which aired
the network religious programs during the 1970s.
Network religious programs are frequently aired in more favorable time - slots than the paid - time religious programs and have usually drawn comparable or larger audiences than even the most popular of the paid - time religious programs.
Not exact matches
The
networks maintained substantial control over the content of
religious programming produced under their auspices, and they worked continually to fit the
religious perspective into their own particular perspectives.
The practice of the
networks was to produce
religious programs, either by making production facilities, technical services and some budget resources available to the
religious groups for the production of their own
programs, or by using these
religious agencies as consultants on their own
religious programs.
Though the
networks sought to make all
religious programming emphasize broad
religious truths rather than individual tenets of denominations and to avoid dealing with controversial economic and social issues which were of
religious significance, many
programs produced by the churches in relation with the
networks were critical or prophetic in nature.
However, paid - time
programs have virtually eliminated local
religious programming, and the pressure they have exerted on the
networks through
network affiliate stations has caused the
networks to reexamine and in some cases reprogram their
religious offerings.
Mike Gallagher, who was the Roman Catholic producer for NBC - Catholic
programs, criticized the lack of seriousness which characterized the
network attitude to
religious programs: «I have a rather cynical attitude towards the
networks.
Some
network religious specials also rate as high as or higher than the syndicated paid - time
programs.
After conducting a review of its faith based
programming, the
network said it wants to raise its game across all
religious output, reach as many people as possible and portray the diversity of beliefs and society.
Another example is the
programs which all three commercial
networks have provided to the major faith groups since the beginning of television, based on their historical commitment to providing an opportunity for
religious expression in the society.
This is apparently a
network - wide strategy to develop an alternate source of income to support the basic
religious programming of the
network.
It is possible that stations which did not accept payment for air - time for
religious programs reflected a greater concern for public - service
programming and therefore presented a wider representation of other
programming such as
network and local
programs.
Research by the Christian Broadcasting
Network indicates that most of their viewers regularly watch other
religious programs as well.
Hence Ben Armstrong, representing the paid - time broadcasters, has criticized the
network and mainline denominational
religious programs as being too slow and sterile for television.
To this day, the CBS
network has only used its own
religious programs.
When the Broadcast Institute of North America surveyed
religious programming in the country in 1971, they found that stations which had begun to sell time for
religious programs averaged fewer
network and locally produced
religious programs than did those stations which did not sell time for
religious programming.
The CBS
network, for example, took total control of its
religious programming in 1933 because of the problems caused by the radio
programs of Father Charles Coughlin.
Paid - time
religious programming has justified its dominance of the
religious television field in recent years by suggesting that with its independent financial resources gained through audience cultivation and support it has been able to overcome the limitations experienced by mainline broadcasters as they worked with the local stations and
networks on a public service basis.
It appears that while paid - time
religious television
programs have achieved a measure of financial independence from
networks and stations, their financial dependence on their audience exerts a comparable influence.
NOTE: The drop in number of stations in 1977 is attributed primarily to substitution of these
programs with paid - time
religious programs by
network affiliates.
Religious television
programs therefore can be divided into two main groups: sustaining - time
programs, where the
network or local station meets all or part of the costs of producing and broadcasting the
program; and paid - time
programs, where the broadcaster himself meets all the costs of producing and broadcasting the
program, mainly by raising money from viewers.
Audience figures presented in detail in the next chapter suggest that these syndicated
programs have displaced higher - rating
network programs, which may also result in a smaller audience for
religious programming on television.
There appear to be three main reasons for the concentration of
religious programs on Sundays: (1) Sunday is the traditional day of Christian worship and therefore seemed most appropriate for Christian broadcasts; (2) Christian broadcasts on the
networks were originally conceived as alternatives for those, such as shut - ins, who could not attend regular services at a church; (6)(3) Sunday morning was the period of lowest audience for broadcasters and therefore was the least commercially damaging for stations in fulfilling their FCC obligations by providing free air - time for
religious broadcasts.
Their displacement of
network programs on affiliate stations began to be felt around 1976 - 77 as can be seen in NBC
religious specials (see Table 8.5), Before this decline, many of these
network programs were regularly attracting a larger audience than most of the paid - time
religious programs.
One of the justifications the paid - time
religious broadcasters have given for their monopolizing of the airwaves, their displacement of other
religious programs on television, and their commercializing of religion on television is that through such an approach they have been able to overcome the barriers that have restricted
religious broadcasters who have been dependent on the goodwill of stations and
networks.
Across the nation,
religious and lay leaders are creating new schools, new
networks of schools, new governance models for existing schools, new pipelines of talent, new philanthropic efforts, new public
programs, and much more.