Page 201 - Communication Commerce and Power The Political Economy of America and the Direct Broadcast Satellite

Capital, Technology and the US in an 'Open Market' 191

Policy Institute, 1989). Cohen and Donow argue that the losses noted
above are based on the prospective impact of the convergence of tele-
communication and computer technologies utilizing HDTV-type sys-
tems over future fiber-based integrated broadband networks. See esp.
pp. 30-42.
55 The alliance also is committed to using square pixels on screens which,
like the progressive scanning process, is designed to accommodate exist-
ing computer standards. John Abel, the Vice President of Operations for
the NAB, commented that 'The computer industry appears to have
gotten more out of this than the broadcasting industry did.' Abel quoted
in Sean Scully, 'The "Grand Alliance" Becomes Reality,' Broadcasting
& Cable, 123 (22) (31 May 1993) 59-60.
56 According to Washington-based communications consultant and for-
mer Comsat executive, Michael Alpert, this 'will lead to HDTV.' Given
these structural and incidental developments, a 'specific policy on
HDTV is [not] needed [in the United States] since industry is doing it.'
Interview with Alpert.
57 Advertiser-financed media, such as television broadcasting, had until
this time enjoyed annual advertising price increases of up to 15%. Inter-
view with Jonathan Levy.
58 See Armand Mattelart, Advertising International, The Privatisation of
Public Space (London: Routledge, 1991).
59 Personal interview with Les Margulis, International Media Director,
BBDO Worldwide, 21 April 1993, New York City.
60 Ibid.
61 Joseph Turow, 'The Organizational Underpinnings of Contemporary
Media Conglomerates,' Communication Research, 19 (6) (December
1992) 692.
62 Ibid.
63 Reinhard quoted in ibid., pp. 692-3 (emphasis added).
64 Turow, 'The Organizational Underpinnings of Contemporary Media
Conglomerates,' pp. 692-3.
65 Domino's Pizza also was visually referenced once in the film Teenage
Mutant Ninja Turtles. This motion picture also had references to 17
other brand names including the 'Burger King Whopper,' 'Diet Pepsi,'
'Mountain Dew' soda, 'Kodak' film; 'Turtle Wax', and another Disney
film called Critters. Other US productions of 1990 employing brand-
name references include Ghost (sixteen references including 'Reebok,'
'Ivory Soap,' 'Pall Mall' cigarettes, 'VO' liquor, 'Tide' detergent); Pretty
Woman (eighteen references including the 'Lotus Esprit' automobile,
'Coca-Cola,' 'Miller' beer, 'Evian' water); Home Alone (thirty-one refer-
ences including 'American Airlines', 'Crunch Tators' snack foods,
'Dodge' van, 'Right Guard' deodorant, 'Brut' cologne, 'Aqua Fresh'
toothpaste, 'Pampers' diapers); and Total Recall (twenty-eight refer-
ences including 'Hilton' hotels, 'Pepsi,' 'Coca-Cola,' 'Bicardi' rum,
'Kodak,' 'Sony,' 'Coors' beer, 'Jack in the Box' restaurants). Janet
Wasko, Mark Phillips and Chris Purdie, 'Hollywood Meets Madison
Avenue: the Commercialization of US Films' in Media, Culture and
Society, 15 (2) (April 1993) pp. 290--1, Appendix.