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15 of 16 people found the following review helpful:
5.0 out of 5 stars
A happy return: "Watching TV" still works, June 2, 2004
The great risk in doing a book like "Watching TV," which both takes television history seriously and has fun with it, is that it may prove to be neither fish nor fowl -- too scholarly for those that want mere nostalgia, and with too much affection for its subject to please those who just want the facts.
Happily, "Watching TV" avoids this pitfall. In the end, the book leans more to the scholarly side than the trivial, but given the vital role the medium plays in our society, the balance feels right.
In this second edition of their 1982 book, Harry Castleman and Wally Podrazik take us up to the 2002-03 season, covering, in the updated material: NBC's return to respectability; cable's steady march to power, the emergence of Fox, the WB and UPN's debuts as broadcast networks, the regulatory shift that has concentrated ownership in a way not seen in decades; the beginnings of the reality show phenomenon, the launch of new technology that promises to change the medium forever, and more.
One of the remarkable aspects of the book remains its refusal to traffic in simple answers. If you're sure that Castleman and Podrazik are making a quick, easy generalization, keep reading: You'll soon see that they will articulate the issue's complexity. The easiest temptation for two Baby Boomer authors would have been to write a lament for "the good old days" of television. But Castleman and Podrazik point out the good and the bad in every season, in artistic, commercial and social terms.
The season-by-season structure has several advantages. One is that you get the sense, moreso than in any other book about TV history, of how the networks have competed with one another. While it's fun to look at the various fall schedules, the text in each chapter often explains why certain shows were placed into certain slots, how another network sought to counterprogram that same slot, and the results of such moves. ABC, which for many years was a perennial third-place finisher during the three-network days, is worth keeping an eye on throughout the book, because its desperation to get out of last place made it willing to take bold chances. We learn, for instance why CBS programming head James Aubrey was fired during the 1964-65 season, following some scheduling tactics by ABC that threatened the Tiffany Network's prime time supremacy (and set the precedent for a practice that is only now beginning to fade). And because the book is chronological, you already know from the previous chapter how ABC planted the seeds for its near-upset. If I'm making all of this sound like boring corporate infighting that no one could possibly care about today, that isn't the way it's presented in the book. The shows from that season are discussed in fun detail, but the added context of how the networks used them gives the book heft. Another fascinating network vs. network storyline again involves ABC, this time concerning its challenge to the No. 1 spot in the 1975-76 season. Castleman and Podrazik explain how CBS' momentum was stopped by the new "family hour" that was mandated by the FCC (8-9 p.m.), as it allowed its program development to be hamstrung by the rule. ABC chief Fred Silverman recognized the opportunity and seized it, utilizing "Happy Days," "Welcome Back Kotter" and other now-fondly remembered shows to steer the network to ratings success. The authors have put themselves in a good position to sustain the drama inherent in Silverman's maneuverings, having explained ABC's self-sabotage in previous seasons. The '75-'76 chapter essentially ends on a cliffhanger, as Silverman is poised to take the lead, but hasn't quite gotten there. ABC does finish No. 1 in 1976-77, and Castleman and Podrazik know how to make that chapter pay off. Another thing that works about the season-by-season approach is that the authors revisit shows and events along different points on a timeline. It's one thing to have a book that explains in a few paragraphs that "Gunsmoke" debuted in 1955 as a half-hour show, moved to an hour in 1961, was almost canceled in 1967, but was saved and became a big hit again. But in "Watching TV," you get a real sense of how different an atmosphere the show thrived in during its early years was from the one it basked in later. Make no mistake, though, the book can be very funny. My personal favorite example of this is the authors' description of "Gilligan's Island." I won't spoil it here, but suffice it to say that Castleman and Podrazik have more than a few problems with the tale of those seven stranded castaways. As always, they put the show in full context, pointing out other escapist sitcoms that appeared around the same time. The second edition of "Watching TV" is a very worthwhile purchase for devoted buffs who care about the past, present, and future of our most important medium.
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