Toasting C-SPAN at 30
by Peter Osnos

There is so much financial distress and diminished content
in the media landscape these days that the thirtieth anniversary of C-SPAN
(Cable Satellite Public Affairs Network) is an occasion worthy of breaking out
the bubbly. While the focus now is on new models for news and information,
C-SPAN is a venerable enterprise, albeit unique, that demonstrates what
ingenuity can accomplish.
C-SPAN is a
congenitally self-effacing outfit, so it was a surprise to learn from a Hart Research
poll commissioned by the network that 39 million Americans—20 percent of
cable households—are regular viewers, which means at least once or twice a
week. A few days later, National Public Radio announced that its audience had
reached record levels, with 20.9 million listeners a week to its news
programming. By these numbers, NPR’s Morning
Edition now has a daily audience substantially larger than both Good Morning America and the Today show.
I had long believed that public radio was becoming a mass medium, with fans nationwide and a business model of membership, sponsorship, and philanthropy that gives it long-term viability in the transforming world of quality distribution. But I pretty much assumed that the C-SPAN audience was a small and earnest American subculture of political junkies and (my favorites) fans of nonfiction books who watch C-SPAN’s Book TV on weekends. The Hart poll seems to show that the audience actually is substantial—although not comparable to the cumulative numbers of those who tune in to the flamboyant commercial cable news networks whose stars are the subjects of incessant discussion. (Will Chris Matthews run for the Senate? Can Jim Cramer survive Jon Stewarts’s opprobrium? Are Bill O’Reilly’s “ambushes” beyond the pale?)






