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This paper analyzes two rules (Prime Time Access Rule, Financial Interest and Syndication Rules) proposed by the Federal Communications Commission and adopted in 1970 to regulate the U.S. television market. Some restrictions for the networks' production -- adopted after an investigation of the Department of Justice -- are considered as well. These measures are studied in light of their effects on the television market. The author aims to demonstrate ways in which they deeply affected the relationship between film and television industries, pointing out the influence of an attentive balance policy designed to curb the power of networks in favor of studios experiencing crisis. The following analysis invites scholars of media economics and management to rediscover the strategic importance of this historical movement's strengthening of the Hollywood industry's power, in particular taking into account events occurring in Europe. [ABSTRACT FROM AUTHOR]

More than 10 years after its appearance (1995), we propose a reading of Luhmann's Die Realität der Massenmedien (The reality of mass media), addressed to enrich Luhmann's grand theory. Luhmann describes the criteria by which mass media select events to be communicated, according to their capability to meet social need of information, but he is not interested in the way mass media operations become relevant in audience everyday life. Hence, we believe that Luhmann's perspective needs to be integrated by a bottom up analysis. We focus on social uses of mass media, rather than social influence of mass media; in this way we explore the way by which mass media audience give meanings to media communication, according to specific social needs and goals. Luhmann's book develop a general theory of mass media functions in modern society both from a historical and a sociological perspective; therefore it doesn't pay particular attention to any specific medium. With this paper we propose an analysis of television medium, showing technical and social features that made television the most relevant medium in satisfying social needs of information. [ABSTRACT FROM AUTHOR]