Television in the multichannel age: A brief history of cable television.(Book review)

Mullen, M.(2008). Television in the multichannel age: A brief history of cable television. Malden, Mass.: Blackwell Publishing. 238 pages.

With the inauguration of the domestic cable-satellite distribution system in 1975, television began a dramatic transformation, evolving from a system dominated by three national broadcast networks to the heterogeneous broadband distribution platform of today. With most U.S. households now receiving their programming via cable or direct broadcast satellite, the paucity of systematic, scholarly, historical writing on cable history is surprising. One of the few scholars toiling in this rich but under-cultivated field has been Megan Mullen. In 2003, she published The Rise of Cable Programming in the United States and now offers a broader work, Television in the Multichannel Age: A Brief History of Cable Television.

At about 220 pages, the title accurately reflects the condensed nature of the treatment, but the book is no less engaging or substantive. With eight chapters, it begins with an introduction to the industry, reviewing the basics of cable technology, industrial structure, economics, and the multichannel competition. Chapter 2 opens with a review of early radio and television broadcast history, describing the regulatory and industrial context of the late 1940s. It then describes the efforts of the 1950s cable pioneers. Chapter 3 covers 1960-1967, focusing on important regulatory changes and CATV's evolving business structure. Chapter 4 looks at the critical "Blue Sky" period and the emerging perception of cable's social role, a perception that shaped key policy and business decisions. The launch of the satellite distribution system and its impact on cable programming and industry growth is the primary focus of chapter 5. Chapter 6 considers the maturation of the industry in the 1980s, the creation of many of the important programming services, and the impact of the 1984 Cable Act. Chapter 7 completes the narrative history, reviewing the effects of the 1992 Cable Act, the 1996 Telecommunications Act, the churning nature of competition and industry consolidation, and cable's move into the digital age. The last chapter offers summary thoughts and a look to the future.

The strengths of the book are many and the weaknesses few. A discussion of cable's long and rocky relationship with the telephone industry might have been useful. More detail could have been offered on the role of Teleprompter in the adoption of satellite distribution in the 1970s, and on the public and political backlash to escalating cable costs in the 1980s. But a brief history requires judicious pruning and Mullen has generally chosen well, highlighting the major events and players, and offering insightful analysis of the business, technological, regulatory, and social influences that shaped cable's development over its 50-year-plus history.

The book is peppered with wonderful historical photos and illustrations, and each chapter includes boxed features that treat in greater detail individuals or issues central to the story, covering items from "The Extraordinary Life of Milton Jerrold Shapp" to "Al Jazeera." Each chapter also concludes with a useful discussion of international cable development.

The book is well organized and well written. Mullen specifically aims for the general reader and the undergraduate audience, and she hits her mark. This is a great place to start for anyone seeking a brief but substantive introduction to cable and its evolution. It is a good choice as a supplementary text in undergraduate telecommunications survey courses and, of course, broadcast or media history courses. Moreover, this is a valuable addition to the bookshelf of anyone interested in the past or the present of cable, and with it Mullen enhances her standing as a leader in the study of cable history.

Patrick R. Parsons (Ph.D., University of Minnesota) is the Don Davis Professor of Ethics at Pennsylvania State University. His research interests include ethics and telecommunications history.

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