A Quote by William S. Paley
Television, I would say,
isn't an advertising medium.
It's a selling medium.
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People have romantic notions about television. In the highest realms they think it's some sort of art medium, and it's not. Others think it's an entertainment medium, it's not that either. It's an advertising medium. It's a method to deliver advertising like a cigarette is a method to deliver nicotine.
They say that theater is the actor's medium, television is the writer's medium and film is the director's medium, and it's really true.
Motion pictures are a director's medium. Broadway is a writer's medium. Television is a producer's medium. I picked a medium I could control.
The program is only the excuse to get you to watch the advertising. Without the ads there would be no programs. Advertising is the true content of television and if it does not remain so, then advertisers will cease to support the medium, and television will cease to exist as the popular entertainment it presently is.
Film as a medium, like a novel as a medium, possesses a unique ability to communicate. Film is capable of communicating in a way that no other medium can, and I would say the same for the novel.
I've had it-the agencies, the winking, the networks, the ratings. Anyone who thinks TV is an art medium is crazy-it's an advertising medium.
I did a good bit of episodic television directing, but directing a movie is so much more complicated. And there's so much more responsibility because the medium is very much a director's medium. Television is much more of a producer's writer's medium so a lot of the time when you're directing a television show they have a color palette on set or a visual style and dynamic that's already been predetermined and you just kind of have to follow the rules.
Variety is very, very good. Going from medium to medium, if you get the chance to do it, from theater to television to film, which are all distinctly different, keeps me sharp. What works in one doesn't work in the other, and you have to be looking for the truth of the performance, whatever way that medium might demand.
I think film and television are really a director's medium, whereas theatre is the actor's medium.
Broadcast television is designed to reach as many people as possible, right? There's an obligation that we as creators have to advertisers, and it is an advertising medium.
There's always been an incredible amount of junk music, and junk everything. Marshall McLuhan said that a medium surrounds a previous medium, and turns the previous medium into an art form. So, what was once a junk culture, like film, television surrounded it and turned it into an art form.
Television [is] a high-impact medium. It does some things no other force can do-transmitting electronic pictures through the air. Still, as an explored, comprehensive medium, it is not a substitute for print.
I think television has become such an interesting place for characters and for incredible storytelling. Half of what I watch are television shows that I've become obsessed with. I just think that it's opened up so much, to be such an interesting and creative medium, and so many wonderful directors and actors are moving to television because it is a great medium for telling stories and for creating a character over a long period of time.
The amount of sophistication varies according to the quality of the medium, and to the state of the same medium at different times; it must be attributed in the best cases physiologically to the medium, intellectually to the control.
There's a way in which filmmaking is a director's medium and television is a writer's medium, so even as TV gets more cinematic, it's still guided by the writer.
A lot of the questions raised about television's power and influence on events have applied throughout history to every mass-communications medium - most particularly print, because that's the medium we've had the longest.
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