Cable television fractured the monolith. Suddenly, there was a channel for news (CNN), music (MTV), history, and sports. Popular media began to segment. You no longer had to watch the news at 6 PM; you could watch a marathon of Law & Order . This era birthed the "anti-hero" golden age ( The Sopranos , The Wire ) because networks like HBO didn't need to appeal to everyone, just a specific, affluent subscriber base.
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