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The Forerunner

Major Networks Losing Control of Audiences

By Editorial Staff
Published December 1, 1988

The “Big Three” major networks, ABC, NBC and CBS, which have shaped American television for the last two decades, are apparently losing their monopolistic control over the public. Viewers instead are turning to VCR’s, cable, and an “upstart fourth network,” Christian Broadcasting Network (CBN), which has enjoyed a steady increase in viewership.

The Big Three have suffered “audience erosion” with 70 percent of the combined share audience watching, compared to 92 percent in 1978. “We are still the Goliath of broadcasting, but we will be slain by all the little Davids, if we don’t pay attention to them,” said Howard Stringer, president of the CBS Broadcast group.

CBN was considered the “upstart fourth network,” by Time Magazine in its recent article, “The Big Boys’ Blues” (October 17, l988). Spokesman Darlene Smyda said, “We’ve definitely had an increase in viewers. As of October 11th, we had 42 million households.” CBN’s “Family Channel” viewership has steadily increased since 1981, and grew by two million since last May. Smyda said the audience is not necessarily a religious audience, but simply those who like family programming.

Despite attempts to develop new sitcom material to appeal to newer and narrow audiences such as yuppies and single mothers, and to scale down production costs, the decline among the three networks shows no signs of leveling off. Over 3,500 employees have been laid off in the last two years at all Big Three networks. They are also expanding their revenue base by investing in production of documentaries and home videos.

Although networks are diversifying their profits, decline of influence seems cast in concrete. Eugene Secunda, professor of marketing at Baruch College in New York City, told Time, “You’re dealing with inevitable decline. It’s like those folks who kidded themselves that the Roman Empire was going to go on forever. It was an illusion.”

Analysts project that the influence of the major networks will be dispersed among eight or 10 networks, thus fragmenting competition. Some observers say bad TV programming isn’t the reason for the drop in viewership; instead it is new technologies such as home satellite dishes and fiber-optic cable. Also, the average viewer today isn’t sampling every TV show, which is much different from the viewer of the late 1970s who watched everything. Today’s viewers have cable TV, home video and other independent stations from which to select from.


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Dr. Francis Schaeffer - A Christian Manifesto (DVD)

That Swiss Hermit Strikes Again!

Dr. Schaeffer, who was one of the most influential Christian thinkers in the twentieth century, shows that secular humanism has displaced the Judeo-Christian consensus that once defined our nation’s moral boundaries. Law, education, and medicine have all been reshaped for the worse as a consequence. America’s dominant worldview changed, Schaeffer charges, when Christians weren’t looking.

Schaeffer lists two reasons for evangelical indifference: a false concept of spirituality and fear. He calls on believers to stand against the tyranny and moral chaos that come when humanism reigns-and warns that believers may, at some point, be forced to make the hard choice between obeying God or Caesar. A Christian Manifesto is a thought-provoking and bracing Christian analysis of American culture and the obligation Christians have to engage the culture with the claims of Christ.

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A Revival Account: Asbury 1970 (DVD)

What is true Revival and Spiritual Awakening?

Discover the answer in this eyewitness account by Dennis Kinlaw, President of Asbury College, Wilmore, Kentucky, who recounts the story of a visitation of the Holy Spirit in 1970. This is the presentation that has continued to spark the flames of Revival in the hearts of people around the world. Contains eyewitness footage from the Revival at Asbury College in 1970 in Wilmore, Kentucky.

Certain to challenge you to greater holiness and a deeper commitment to full-scale revival. Original news and private footage has been included. If you are a student who longs to see a spiritual awakening at your school, you must see this video!

“This simple video does a wonderful job of conveying something of God’s heart and power, Everyone we have ever shown this to has received an immediate impartation of faith for revival and the power of prayer.”
— Bob and Rose Weiner, Weiner Ministries Int’l

Running Time: 40 minutes

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The Four Keys to the Millennium (Book)

Foundations in Biblical Eschatology

By Jay Rogers, Larry Waugh, Rodney Stortz, Joseph Meiring. High quality paperback, 167 pages.

All Christians believe that their great God and Savior, Jesus Christ, will one day return. Although we cannot know the exact time of His return, what exactly did Jesus mean when he spoke of the signs of His coming (Mat. 24)? How are we to interpret the prophecies in Isaiah regarding the time when “the earth will be full of the knowledge of the LORD as the waters cover the sea” (Isa. 11:19)? Should we expect a time of great tribulation and apostasy or revival and reformation before the Lord returns? Is the devil bound now, and are the saints reigning with Christ? Did you know that there are four hermeneutical approaches to the book of Daniel and Revelation?

These and many more questions are dealt with by four authors as they present the four views on the millennium. Each view is then critiqued by the other three authors.

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Dr. Francis Schaeffer - How Should We Then Live? (DVD)

Special Two-Disc Set!

After 40 years of intense study and world-wide ministry, Dr. Francis Schaeffer completed his crowning work of scholarship – to present profound truths in simple film language. Dr. Schaeffer’s brilliant analysis of the past and predictions for current trends have proven so uncannily accurate that this amazing series still feels contemporary almost three decades after its initial release. Ultimately, Schaeffer concludes that man’s only hope is a return to God’s Biblical absolute, the truth revealed in Christ through the Scriptures.

Available for the first time on DVD, this documentary spectacular also includes intimate in-depth conversations with Francis and Edith Schaeffer. With the on-disc study guide, this presentation forms a unique course of comprehensive study. While this series forms an innovative analysis of the past, this outstanding work is more than history. Each episode focuses on a significant era, yet speaks clearly to 21st-century man with answers for modern problems.

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Freedom: The Model of Christian Liberty (DVD)

“Give me liberty or give me death!”

Patrick Henry’s famous declaration not only helped launch the War for Independence, it also perfectly summarized the mindset that gave birth to, and sustained, the unprecedented experiment in Christian liberty that was America.

The freedom our Founders envisioned was not freedom from suffering, want, or hard work. Nor was it freedom to indulge every appetite or whim without restraint—that would merely be servitude to a different master. No, the Founders’ passion was to live free before God, unfettered by the chains of autocracy, shackles that slowly but inexorably bind men when the governments they fashion fail to recognize and uphold freedom’s singular, foundational truth: that all men are created in the image of God, and are thereby co-equally endowed with the right to “life, liberty, and the pursuit of happiness.”

This presentation is a similar call, not to one but many. By reintroducing the principles of freedom that gave birth to America, it is our prayer that Jesus, the true and only ruler over the nations, will once again be our acknowledged Sovereign, that we may again know and exult in the great truth that “where the Spirit of the LORD is, there is liberty” (2 Cor. 3:17).

Welcome to the Second American Revolution!

This DVD features “Liberty: The Model of Christian Liberty” along with “Dawn’s Early Light: A Brief History of America’s Christian Foundations.” Bonus features include a humorous but instructive collection of campaign ads and Eric Holmberg’s controversial YouTube challenge concerning Mitt Romney’s campaign for president.

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