9. NEW MASS MEDIUM

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Following the Second World War, television manufacturers launched an intense marketing campaign.

The campaign achieved success for two reasons: the increasing availability of free, advertiser-supported broadcasting, and the image that manufacturers promoted of the television set as a dependable, easily operated, household appliance that would enhance family and social life.

Television sets had a noticeably public presence too, in this period: in bars, hotels, shops and even in outdoor locations.

At first, programming imitated the formats established for radio, theatre and vaudeville; but gradually programs began to find a form specific to the new medium.