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Many observers inside and outside the media industries believe that, before long, most media content will be delivered to us by cable or other multichannel provider such as a satellite company. The implications for the existing media industries, for us as their audiences, and for our culture could not be more profound. After studying this chapter you should
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| 1. be familiar with the history and development of the cable and other multi-channel industries and with cable and DBS themselves as media. |
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| 2. understand in detail how content moves from originator to home via multi-channel services. |
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| 3. recognize how the organizational, regulatory, and economic nature of the multichannel industries shapes their relationship with their viewers. |
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| 4. be aware of new and emerging multichannel video technologies and their potential impact. |
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| 5. understand the significant implications for the mass media industries, for us as audience members, for our democracy, and for the culture of the migration of media from a broadcast to a telecommunications orientation. |
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| 6. possess improved cable, DBS, and other multichannel service media literacy skills, especially in understanding pricing strategies. |