"I think television in the '80s will be marked by what's called 'narrowcasting' - quality television for small audiences of hundreds of thousands instead of millions and millions. So instead of having to appeal to our lowest common denominator instincts, television will be able to appeal to the genuine interests of diverse audiences. Then you'll have channels for jazz, for cooking, for understanding the performing arts and so on.
"I think that people in television will begin to think more like magazine editors think, aiming at narrow audiences rather than broader audiences. That's why I use the term 'narrowcasting' instead of 'broadcasting.'
"The problems of distribution are great, and I think it's too early to say how it'll all look. But I do believe that programming will be based on an approach toward specific interests instead of on assembling people in front of TV sets for advertising reasons. TV will get more interesting and more compelling. The reason people will watch these programs is because they're genuinely interested in them, which will be a big change. That will be the real change in the 1980s; people will start watching television programs because they're interested in them, not just choosing the least offensive one on the air at any given hour.
"I don't have the answers to some of the hard practical questions that will inevitably come up; there should be people spending all their time working on just these questions. Because I think it's going to change our whole way of life.
"Up to now, broadcasters have always thought in terms of mass numbers because they were selling a low cost-per-thousand. Magazine publishers don't think that way. They're interested in specific demographics. They know that if they print articles on certain subjects, they will draw an audience - Popular Mechanics, Commentary, Esquire, or whatever.
"Up to now it's all been advertising, with program content in between for good measure. There's no problem with advertising as such, as long as it's not the whole name of the game.
"I am optimistic about this. I just think there is so much potential software, so much potential programming. Broadcasters are all up in arms about programming because they don't think there's enough of it. And I think that's probably correct. There isn't enough programming to be a box office hit on mass American television night after night after night. That's too much. Or too little."