Last updated: February 1, 2004. This version: 8.00
Answer: "Prime Time" is the time at which the most people are watching television; thus it is "prime time" for advertising (to reach the most people).
I have seen several different definitions for "Prime Time". Officially though, the Federal Communications Commission (FCC) defines of primetime as the hours from 7 pm to 11 pm (Eastern/Pacific), or 6 pm to 10 pm (Central/Mountain) Sunday through Saturday. However, from 1970 to 1996, network affiliated stations in the 50 largest markets were prohibited by FCC rules from showing either network programming or former network programs, for more than 3 hours per night during Prime Time. As a result, the 8 to 11 pm (E/P) or 7 to 10 pm (C/M) time periods came to be those in which the networks would broadcast all of their prime time programs, while the remaining hour would often be filled with local or syndicated programming. The FCC's goal was to increase competition in program production and to reduce the influence of the networks. The rule was called the Prime Time Access Rule; the FCC abolished the Prime Time Access Rule on August 30, 1996.
In any case, "Prime Time" is when the most watched and highest rated shows are shown. This is when the networks (and independents with syndicated programming) trot out their best dramas and comedies, and when the cable networks (and other independent stations) trot out their best movies, etc. "Prime Time" is also when sponsors are charged the highest rates for advertising.
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