The Columbia history of American television.(Book review)

Edgerton, G. R. (2007) The Columbia history of American television. New York: Columbia University Press. 493 pages.

The author has designed the book for the literary generalist, the "non-specialist" (p. xvii), the individual who may not be familiar with the history of television. It is generally an overall history of television programming, and thus makes a significant contribution to understanding television history in the United States. Positioned with the monumental works of Eric Barnouw, Asa Briggs, Christopher Sterling and John Kittross, Edgerton contributes a comprehensive study of American television's popular culture (p. xvi). The book is divided into 4 "Parts" and 12 "Chapters."

Part I, Going Public, traces the history of television to the end of World War II. The chapters reflect primarily mainstream television history. Chapter 1, "An Idea Whose Time Had Come: Imagining Television Before 1940," jumps immediately into the RCA version of television's story discussing the leadership of David Sarnoff. The story is later balanced with Jenkins, Zworykin, and Farnsworth. Chapter 2, "Not Going According to Plan: Remodeling the Tube in Time of Crisis, 1940-1947," takes the reader through the historical transition of World Ward II and the cultural conversion, "American culture was forever changed in the aftermath of this global conflict" (p. 79). Even though "all television was local" (p. 78), as the author correctly notes, national confidence grew. War rationing ended, a flood of homebuilders return from the war front, and television was ready for the change. Chapter 3, "Learning to Live with Television: Technology, Gender, and America's Early TV Audiences," was written by Kathryn H. Huller-Seeley, Associate Professor, Film Studies, Georgia State University. She writes about the American home changing over transition and our "learning to live with TV" (p. 90). All-in-all, Part I sets the technical foundations for programming and what was yet to come.

Part II, Becoming National, takes the audience into the 1960's. Chapter 4, "Here Comes Television: Remaking American Life, 1948-1954," picks up the history of television where chapter 2 left off, beginning with entertainer Milton Berle (p. 113). The chapter provides a fascinating chronicle of programming, including the rise of Murrow (p. 143-155). In chapter 5, "The Halcyon Years: Beyond Anyone's Wildest Dream, 1954-1963," people we today refer to as the "baby-boomers" were now a fully developed television audience. Pat Weaver's programming genius (p. 160-169), and the roots of programming such as The Steve Allen Show and The Tonight Show (pp. 170-179) unfold. As the baby-boomers had babies of their own, children's and family programming evolved as a new frontier (p. 178), leaving and an "astonishing artistic legacy," (p. 194). Chapter 6, "Television and the Presidency," was written by Mary Ann Watson, Professor of Telecommunications at Eastern Michigan University. Watson narrates the challenges Eisenhower had with television, and how Kennedy "masters the medium" (p. 222).

Part III, Becoming International is about the American influence on global communications. Chapter 7, "A Great Awakening: Prime Time for Network Television, 1864-1975," deals with "major historical and cultural currents" such as civil rights, rock music, Vietnam, and the women's movement. (p. 287). Chapter 8, "The Sky's the Limit: Satellites, Cable and the Reinvention of Television, 1976-1991," talks not so much about technology, but the programming that technology fostered, for example, the popularity of sports, the influence of Fred Silverman, cable's HBO, and Ted Turner. Chapter 9, "The Changing Face of Television: Turner Broadcasting System" was written by Jimmie L. Reeves, Associate Professor of Mass Communications, Texan Tech University, and Michael E. Epstein, Professor of Law, Southwestern University. It is a decisive chapter on the influence of Ted Turner on the American broadcasting system.

Part IV, Becoming Global, takes more of a business look at the influence and economy of recent programming and Internet technology. Chapter 10, "The Business of America is Show Business: U.S. TV in Global Context, 1992 to Present," deals with the proliferation of programming, networks, and audience choice. A chapter section on the aftermath of 9/11 illustrates the audiences search for plot lines in news and information programming. Chapter 11, "The Greatest Show on Earth: The Cosby Show and the Ascent of U.S. Sitcoms in the Global Television Marketplace," was written by Timothy J. Havens, Assistant Professor, Communication Studies, University of Iowa. It focuses on the international appeal of this singular program and its influence. With universal appeal, it attracted historic audiences and profits. Chapter 12, "Tune in Locally, Watch Globally: The Future of Television in the Age of the Internet," talks primarily about the compatibility of television and the Internet as history continues.

The Columbia History of American Television should be on the shelf of every television historian and popular culture scholar, as well as the non-specialist. It is well written and organized, an easy read. It is well documented and thoroughly indexed with both general topics and program titles referenced. The scholars may want to pick at some points of history, but this too merely marks the significance of the work, and its contribution to television history.

Donald G. Godfrey (Ph.D., University of Washington) is a professor in the Walter Cronkite School of Journalism and Mass Communications at the Arizona State University. His research interests are in media history and biography.

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