READY FOR PRIME-TIME - NETWORK SERIES DEVOTED TO WORKING WOMEN IN THE 1980S

The recent ascendancy of several female producers in male-dominated Hollywood has refocused attention on the portrayal of women on television. This paper addresses trends in network series featuring working female leads during the 1980s, assessing the influence of economic factors (eg., producer, network) in shaping these portrayals. Results suggest that the networks offered comparable levels of female-lead series, with CBS maintaining a slight lead, owing to prior successes with the format. The number and professional range of criterion series increased through the 1980s - particularly after 1985 -when competition from other carriers (eg., cable) intensified. A corollary decline of generalized "mass-audience" fare has freed the networks to pursue the female "18-49" demographic in earnest, with a greater frequency and range of working woman portrayals.