CHAPTER 8
TEST ITEMS
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Multiple-Choice Questions
1. The strategy of __________ is used to choose programs that appeal to the subsets of the mass
audience most likely to buy the advertisers’ products.
a. parsimony principle
b. shared use
2. The term “psychographics” is used to describe the ________ of certain audiences.
a. achievement quotient
3. Radio station dayparts include
d. late fringe time.
e. early fringe time.
4. In which daypart is stripping not a common practice for broadcast television networks?
a. Early fringe
e. Access time
d. grazing.
e. flipping.
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6. When a television network places four situation comedies into a two-hour time period, this is a good
example of __________ programming.
a. access
7. When a local independent station schedules situation comedies opposite an hour of network and local
news programs, this is a good example of __________ programming.
a. continuity
b. bridge
8. The programming strategy of repetition is used most effectively by
d. independent television stations.
e. affiliated television stations.
9. This scheduling strategy holds that successful programs may be scheduled anywhere because serious-
minded fans will follow it.
a. LOP
10. Which of the following terms best describes the way most syndicated, half-hour, off-network
programs are scheduled by local television stations?
a. Access
11. The license fees charged to commercial networks by producers for the right to air a program
a. cover the full costs of production.
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12. Which type of programs do local stations like to air as off-network syndicated programs because they
lend themselves to strip scheduling and effective promotion?
a. Dramatic series
13. An off-network syndicated program is one that has been
a. rejected by the network’s regular affiliate but broadcast by another station in the same market.
14. Upon obtaining this provision, a station gets the sole right to show a product within the buyer’s own
broadcast market for the term of the deal.
d. Fin/syn rights
e. Off-network rights
15. At one time, these rules severely limited network freedom to participate in production and ownership
of prime-time programs or in their domestic syndication.
a. Syndex rules
16. Game shows and magazine-news shows that air during access time, such as Jeopardy!, Hard Copy,
and Entertainment Tonight, are examples of
e. on-network syndication.
17. Radio stations may purchase ready-made syndicated country music selections from a(n)
d. off-network syndicator.
e. on-network syndicator.
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18. Programs produced specifically for the syndication market are called
a. theatricals.
19. Most syndicated feature radio programs
e. provide sports programming only.
20. The term __________ refers either to the organization of a single program (CBS Evening News) or to
the organization of an entire service (CNN as all news).
d. series
e. schema
21. The major television networks rely primarily on __________ for news footage.
a. international sources
22. Most broadcast television network sports broadcasts are produced by
a. the networks themselves.
23. MTV’s success includes all of the following except
a. changing the way people listen to music.
24. When a new television series is created and stars characters who played secondary roles on a
successful television series, the shows is commonly referred to as a
a. clone.
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25. Originally intended to promote record sales, __________ are a TV genre in their own right.
a. variety programs
26. Music networks such as Westwood One
a. have been replaced by radio network talk shows.
27. The primary reason soap operas and game shows are a staple of daytime television is because they
d. can be shown as reruns.
e. can be syndicated for later replay on cable.
28. More radio stations play __________ music than any other type of music except rock.
a. adult contemporary
b. beautiful
29. This most popular informational format occurs mostly on commercial AM stations.
30. Many local television stations, notably those in the major markets, have extended the length of their
e. they want to counter news programs offered on cable systems.
31. A 24-hour major television news service is provided by
a. Lifetime.
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32. Network television programmers value sports programs primarily because
e. the programs are predictable.
33. In 1996 the FCC directed broadcasters to meet children’s television programming needs by carrying a
minimum of __________ hours of children’s programs weekly between 7 a.m. and 10 p.m.
34. Which of the following is not an issue regarding children’s television?
a. Sex and violence on television.
35. Producers often use the Internet for all of the following except to
a. supplement content provided through other channels.
36. The most cost-efficient way of advertising television programs is
a. local newspaper ads.
37. Station announcements that promote an entire series are referred to as
a. specific.
38. The phrase “vast wasteland” comes from an address by __________ to the National Association of
Broadcasters in 1961.
a. Freida Hennock
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39. The term most often used to describe the appeal of the majority of commercial programs is
__________ taste.
a. bad
True/False Questions
2. Radio has further refined the process of targeting by segmentation, or defining extremely narrow
3. In 1996 no top-rated morning or afternoon drive-time broadcasts were on AM stations in the nation’s
6. If a network decides to air a new program during the middle of the season and to schedule the
8. Network exposure for programs makes them highly salable and profitable in domestic syndication
9. When cable systems, television stations, and networks carry syndicated programs, they can do so
10. Magazine and tabloid-news shows that air during access time, such as “Entertainment Tonight,” are
11. Soap opera fans usually do not mind disruption in their daytime programs for coverage of special
14. Infotainment programs take on an aura of information but aim primarily at providing entertainment.
16. At the local level, television stations must rely solely on their network affiliate for national and
17. Radio networks often pay compensation to major-market affiliates, but radio syndicators usually
18. The addressable cable technology that threatens over-the-air delivery of sporting events is PPV.
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21. The interactive capacity of the Internet allows broadcast and cable producers to better target the
22. Pay-cable networks schedule elaborately produced billboards of upcoming programs as filler between
Essay Questions
1. Contrast network prime-time programming with programs found in daytime, early morning, late
night, and weekend time slots.
2. Describe the various classifications in programming: local, network, syndicated, format, and genre.
3. Describe these scheduling strategies: counterprogramming, block programming, stripping, leading-in,
leading-out, hot switching, hammocking, bridging, repetition, and stunting.
1. What is the difference between the concepts of LOP and appointment television?
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