Broadcast and cable management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
1986
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 308 S. |
| ISBN: | 0130835773 |
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| adam_text | BROADCAST
AND CABLE
MANAGEMENT
Norman Marcus
Boston University
Prentice-Hall, Inc , Englewood Cliffs, New Jersey 07632
CONTENTS
Preface ix
1 AN OVERVIEW 1
Introduction 1
A Short History 2
The Freeze 2
The Thaw 3
The Industry s Growth 3
Industry Structure: The Networks 3
The FCC: Then and Now 4
The FCC and Program Content 4
The 1980s: Time to Deregulate? 5
Television s Fading Glamour? 5
Television s Influence 6
Network Audiences: The Road to
1990 6
The Stations 7
Ownership and Affiliation 7
Advertising Revenues: Where They
Come From 8
Trends in Advertising Revenue 8
A Typical Financial Profile 10
More About Profitability 10
A Comparison 11
A Recurring Theme 11
The Value of a Television
Station 12
Program Expenditures and
Profitability 12
Broadcast Employment 14
Executive Salaries 14
Conclusion 15
Notes 15
THE GENERAL MANAGER: THE BUCK
STOPS HERE 16
All General Managers are not Created
Equal 17
The GM at Work 17
iv Contents
Managing the Station s Resources: The
License 18
Capital Assets 18
Inventory 18
Some Management Issues: The
Competition 19
Pricing 20
The Station Structure 20
Connecting the Lines of
Responsibility 22
The Business Manager 22
The Budgeting Process 23
The Monthly Statements 24
Controlling Expenses 25
Strategic Planning 26
Human Resources: Managing
People 27
Some Management Opportunities:
Aligning with Cable 32
Computers in Station Operations 33
Careers in General Managing 34
A Last Word 34
Notes 35
THE SALES MANAGER: THE BUCK
STARTS HERE 36
Television s Effect on Radio
Revenues 37
The Climate of TV Sales in the
1980s 37
Network Advertising 38
Local Advertising 38
Affiliates vs Independents 39
National and Local Sales 39
National and Local Revenues: A
Comparison 43
The Sales Department 44
Sales and the Rest of the Station:
Programming 44
Business Affairs 44
Promotion and Publicity 44
Traffic 45
The Sales Manager 45
The Budget: Quotas and
Projections 46
Income and Expense Goals 47
Sales Projections 47
Further Comparisons 47
Pricing the Inventory 48
Controlling the Inventory 48
Some General Criteria 48
The Sales Manager s Tools 49
The Rate Card 49
Rate Differentials: Time
Classifications 49
Quantity Discounts 50
Placement Benefits 50
Another Tool: The Ratings 50
Research and Sales 50
Sales Promotional Tools 51
Trading and Bartering 51
Managing the Sales Staff 52
Sales Lists 52
Sales Reports 52
The Sales Call 53
Evaluating Sales Performance 53
The National Sales Representative 5f
The Rep s Commission 56
Evaluating the Rep 56
Other Features in the Station-Rep
Relationship 57
The Rep s Services 57
The Ad Agency s View of TV 57
Some Decisions Facing Sales
Management 58
Sales and Sales Management as a
Career 59
Notes 60
THE PROGRAM DIRECTOR: THE
PERSON BEHIND THE
PRODUCT 61
Programming as the Starting
Point 61
The Licensee s Responsibility 62
Contents v
Programming and the Station s Duality
of Purpose 62
TV Programs as Entertainment 63
Network Television Programs as Risk
Venture 63
The Risk of Local Programs 64
The Programming Department and the
Station s Table of Organization 64
Programming and its Relationship to
Other Departments 65
Programming and Sales 65
Programming and Promotion 66 c
Programming and Engineering 66
Programming and Business Affairs 67
Programming and the General
Manager 67
Programming: A Local Business 67
The Affiliate Station 67
The Affiliate s Influence 69
The Affiliate s Schedule 69
The Future of Affiliate-Network
Relations 71
The Independent Station 71
The Pluses and Minuses of Being
Independent 72
Scheduling the Independent 72
The Independent as Counter-
Programmer 73
The Syndicated Programming
Market 73
Some Highly Rated Syndicated
Programs 74
Off-Network Syndication 74
First-Run Syndication 74
Some Factors Involved in Decision
Making 76
The Series Network Experience 76
Comparisons at Home and Away 77
Other Research 77
Cost-Effectiveness as the Goal 78
Amortizing the Product 78
Program Bartering 79
The Program Director and the National
Sales Rep 80
Group Ownership and
Programming 81
The Occasional, Ad Hoc Network 82
Regulatory Constraints: Prohibitions
and Inhibitions 83
Programming as a Career 85
Opportunities 85
The Outlook 85
Notes 86
THE NEWS DIRECTOR: STAR WARS
AND OTHER HEADLINES 87
Journalism vs Ratings 88
What is News? 88
A Comparison 89
The Audience 89
Ratings vs Journalism 90
The Network Tradition 90
Network News Matures 91
The Development of Local News 92
The 1960s 92
News and the Independent Station 93
The Independent s Resources 94
An Independent Example 94
The Role of the News Director 95
Newspapers as Competition 95
What s News? 96
The News Director s Response 96
The Legal Environment 97
Form and Substance 97
Style and Technology: Harsh
Realities? 97
A 1980s Status Report 98
Investigative Reporting 99
Consultants and Other Research 100
News for Profit 100
The News Director as Team
Captain 101
A Day in the Life of 101
Weighing the Anchor 102
The Rest of the Team 103
Minorities and Women in the
Newsroom 103
vi Contents
Tomorrow s News Director
Today 104
Appendix 1: Code of Broadcast News
Ethics: Radio Television News
Directors Association 106
Appendix 2: News Director Strikes
Back 107
Notes 108
6 THE PROMOTION DIRECTOR: BLOW
THE HORNS, BEAT THE
DRUMS 109
The Job Title 109
A Common Thread 110
The Cloud Surrounding the Job 110
The General Manager and
Promotion 111
Different Sizes, Similar Functions 111
Promotion and the Sales
Department 111
Promotion and News 112
Promotions and Programming 113
The Promotion Director and Outside
Agencies 113
The Affiliate s Promotion Director and
the Network 113
Tools and Techniques 114
Research as a Primary Tool 114
Advertising 115
Tradeouts 115
Promotions: Off-Air 115
Personal Appearances 116
Promotions: On-Air 116
Publicity and PR 116
Some Issues Common to Promotion
Directors 117
Prophets Without Honor 117
Setting Goals 119
The Budget 120
Controlling the Budget 120
Careers: When Schizophrenia Sets
In 121
Promoting the Promoter 122
Notes 123
7 RADIO MANAGEMENT: FACING THE
PROFITS OF DOOM 124
An Overview 124
Television s Impact on Radio 125
Issues of the 1980s 126
Station Income in the 1980s 126
Investing in Radio Stations 129
Managing the Station 130
The Relationship of Programming to
Sales 135
The Program Director and Sales 137
Marketing the Station 137
The Sales Effort 140
Management Careers in Radio 143
The Outlook 144
Notes 145
8 CABLE MANAGEMENT: PAY YOUR
MONEY, TAKE YOUR
CHOICE 146
A Caveat 146
The Promise and the Reality 147
The Regulatory Climate 148
Cable s Identity 149
Comparing Cable and TV 149
Cable s Backers 150
Cable From the Lender s
Perspective 150
The Risks 151
Market Value 151
Independent vs Multiple-System
Ownership (MSO) 152
Some Comparisons 152
An Overview of System
Management 155
Organizational Responsibilities 157
Decision Making 157
The Management Team 157
The Importance of Customer
Service 160
Positioning the Package 161
Packaging the Service 161
Tiering 162
Marketing Cable 162
Contents vii
The Customer Is Always Right 163
Training the Staff 163
Collections 164
The Future 164
Clustering 164
To Upgrade or Not, That Is the
Question 165
The Competition 166
Careers in Cable Management: In the
System 167
and at MSOs 167
Conclusion 167
Notes 168
PUBLIC BROADCASTING: THE
PURSUIT OF EXCELLENCE 169
An Overview 169
Success Amidst Adversity 170
Limitations to Success 170
A Brief History 172
CPB, PBS, and the Stations 173
The Government in Public
Television 174
Financing Public Television: Where the-
Dollars Come From 175
The Broad Base of Support 176
The Public in Public Television 177
The Public Television Audience 177
Meanwhile, Back at the Station
Programming, Programming,
Programming 178
Some Impediments to Local
Programming 179
Scheduling Public Television
Programs 179
Acquiring Public Television
Programs 180
Criticism About
Overcautiousness 180
The Bottom Line 181
Intramural Competition 182
Some Influences on Public Station
Management 182
Institutional Licensees 183
Meeting the Demands 183
Community Licensees 184
Positioning the Station 184
The Public TV Station as
Telecommunications Center 185
Addressing the Identity Crisis 185
New Strategy for a New Era 186
Careers in Public Broadcast
Management 186
Conclusion 187
Notes 188
10 THE FUTURE MANAGER
Television 189
Radio 194
Cable 197
Public Broadcasting 201
11 PROBLEMS 206
Problem 1: That s the Way the Ball
Bounces 207
Problem 2: Change that Tune 216
Problem 3: The Diamond Is
Flawed 222
Problem 4: Holy Mackerel! 229
Problem 5: Good Taste, Bad
Taste 235
Problem 6: Where Do We Go from
Here? 240
Problem 7: Separate but
Unequal? 251
Problem 8: Out of Order 259
Problem 9: Markdown 264
Problem 10: The High Cost of Doing
Good 271
Problem 11: TopView Cable Makes Its
Move 280
Problem 12: What s New-s? 290
INDEX 297
|
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| spelling | Marcus, Norman Verfasser aut Broadcast and cable management Englewood Cliffs, NJ Prentice-Hall 1986 XII, 308 S. txt rdacontent n rdamedia nc rdacarrier Stations de radio - États-Unis - Gestion Stations de télélévision - États-Unis - Gestion Télédistribution - États-Unis - Gestion Television stations United States Management Radio stations United States Management Cable television United States Management Kabelfernsehen (DE-588)4029109-1 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Rundfunkanstalt (DE-588)4129429-4 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Rundfunkanstalt (DE-588)4129429-4 s Management (DE-588)4037278-9 s DE-604 Kabelfernsehen (DE-588)4029109-1 s HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=000261160&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marcus, Norman Broadcast and cable management Stations de radio - États-Unis - Gestion Stations de télélévision - États-Unis - Gestion Télédistribution - États-Unis - Gestion Television stations United States Management Radio stations United States Management Cable television United States Management Kabelfernsehen (DE-588)4029109-1 gnd Management (DE-588)4037278-9 gnd Rundfunkanstalt (DE-588)4129429-4 gnd |
| subject_GND | (DE-588)4029109-1 (DE-588)4037278-9 (DE-588)4129429-4 (DE-588)4078704-7 |
| title | Broadcast and cable management |
| title_auth | Broadcast and cable management |
| title_exact_search | Broadcast and cable management |
| title_full | Broadcast and cable management |
| title_fullStr | Broadcast and cable management |
| title_full_unstemmed | Broadcast and cable management |
| title_short | Broadcast and cable management |
| title_sort | broadcast and cable management |
| topic | Stations de radio - États-Unis - Gestion Stations de télélévision - États-Unis - Gestion Télédistribution - États-Unis - Gestion Television stations United States Management Radio stations United States Management Cable television United States Management Kabelfernsehen (DE-588)4029109-1 gnd Management (DE-588)4037278-9 gnd Rundfunkanstalt (DE-588)4129429-4 gnd |
| topic_facet | Stations de radio - États-Unis - Gestion Stations de télélévision - États-Unis - Gestion Télédistribution - États-Unis - Gestion Television stations United States Management Radio stations United States Management Cable television United States Management Kabelfernsehen Management Rundfunkanstalt USA |
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