ian Broadcasting Network (CBN). Robertson's television program, The 700 Club, became especially popular in the late 1970's and early 1980's, with the rise of satellite and cable TV systems in America. With the success of Robertson's program and network, Jim Bakker followed suit by developing his own PTL Club show and PTL network. Originally, the initials "PTL" stood for "Praise the Lord." Later, Bakker changed the name so that the initials stood for the phrase "People that Love."
Evangelists are attracted to the television medium because they recognize that it provides a great opportunity for them to spread their message to the American people. This point of view was once expressed by Jim Bakker in his defense for the use of television in religion. Bakker claimed that television was an appropriate tool for spreading his message because he believed strongly in that message. According to Bakker: "I believe in it with every fiber of my being, and why shouldn't I use the most effective means of communication today?" Despite the benefits of television, however, certain problems arise in mixing religion with the medium. These problems are due mostly to the fact that television is big business. It is very expensive to maintain a television program (much less a network), and as a result millions of dollars must be raised each year in order to keep a TV ministry going. The need for money in televangelism is made stronger by the fact that different ministries are in competition with one another for the same followers. In the words of Michael W. Hughey, the necessity for money in televangelism is given greater urgency by "the fact that televangelism is an intensely competitive field." Peter G. Horsfield has likewise noted that charisma is not enough to insure the success of a televangelist today. In addition to personal charisma, the successful televangelist must develop a plan for "careful and determined marketing."
The expen...