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Before the Internet, camcorders, and hundred-channel cable- systems--predating the Information Superhighway and talk of cyber-democracy--there was guerilla television. Part of the larger alternative media tide which swept the country in the late sixties, guerilla television emerged when the arrival of lightweight, affordable consumer video equipment made it possible for ordinary people to make their own television. Fueled both by outrage at the day's events and by the writings of people like Marshall McLuhan, Tom Wolfe, and Hunter S. Thompson, the movement gained a manifesto in 1971, when...

Before the Internet, camcorders, and hundred-channel cable- systems--predating the Information Superhighway and talk of cyber-democracy--there was guerilla television. Part of the larger alternative media tide which swept the country in the late sixties, guerilla television emerged when the arrival of lightweight, affordable consumer video equipment made it possible for ordinary people to make their own television. Fueled both by outrage at the day's events and by the writings of people like Marshall McLuhan, Tom Wolfe, and Hunter S. Thompson, the movement gained a manifesto in 1971, when...

The television sponsor has become semi-mythical. He is remote and unseen, but omnipresent. Dramas, football games, and press conferences pause for a "word" from him. He "makes possible" concerts and public affairs broadcasts. His "underwriting grants" brings the viewer music festivals and classic films. Interviews with visiting statesmen are interrupted for him, to continue "in a moment." Sponsorship is basic to American television. Even noncommercial television looks to it for survival. A vast industry has grown up around the needs and wishes of sponsors. Television's program formulas,...