Network owners shifted from passive carriers to active curators of content

Evidence

Programming—the blending of various forms of content to maximize audiences and thereby the value of what networks could sell to advertisers—turned out to be as much an art as a science. The radio networks had originally seen themselves more like carriers of whatever the commercial sponsors wished to present, but Paley took a more active role as the master mixologist, trying to optimize the lineup. — Tim Wu, The Attention Merchants, 354

Categorization

• XREF: connects to: Networks extend viral stars’ shelf life by cross-platform content release — Crystal Abidin, Internet Celebrity: Understanding Fame…, 187