ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT 238 FIGURE 7.5 Sample political advertising checklist. (Source: Cohn and Marks, LLP. Used with permission.) Specifically, licensees now may air in-studio debates featuring only the most significant candidates. Minor candidates are not entitled to request other air time if they are not invited to appear. In 1991, the Section 315(a) (4) exemption was expanded to include a situation in which a local television station dedicated an hour of time to be shared equally by the two major presidential candidates for separate 30minute presentations. Although not technically a debate, it did qualify for the use exclusion. 21 If a broadcast constitutes a “use” of a station by a legally qualified candidate for public office, Section 315 of the Communications Act prohibits a station from censoring the broadcast content, directly or indirectly. This “no censorship” provision bans a station from refusing to broadcast a “use” by a candidate or any person connected with the content or format of the broad-
cast. Thus, even if the proposed broadcast contains libelous statements, the station is prohibited from rejecting it. For this reason, the U.S. Supreme Court has exempted broadcasters from liability under state libel and slander laws for any defamatory material contained in such a broadcast use. Under Section 312(a)(7) of the Communications Act, broadcasters are required to allow “reasonable access to or to permit purchase of reasonable amounts of time for the use of a broadcasting station by a legally qualified candidate for Federal elective office on behalf of his candidacy.” In 1971, the FCC ruled that each licensee has a public interest obligation to make the facilities of its station “effectively available” to all candidates for public office. It was assumed that this rule would be considered in a case-by-case manner. Comparisons between the requirements of Sections 315 and 312(a)(7) always seem to cause confusion. It can best be avoided by remembering that, under Section 315, a broadcaster has no obligation to political candidates unless one of them has been allowed to use the broadcast facility. Section 312(a)(7), on the other hand, requires a broadcaster to provide time to candidates for federal elective office. Section 315(b)(1) and (2) of the 1934 act set standards for rates to be charged to political candidates. The following paragraphs summarize the rate advice one law firm provides to its clients: Pre-election Period and Lowest Unit Charge For “uses” broadcast during the forty-five days before a primary or primary runoff election and sixty days before a general election (including election day), you may charge candidates no more than your “lowest unit charge” for the same class (rate category) of advertisement, the same length of spot, and the same time period (daypart or program). The candidate must be sold spots at the lowest charge you give to your most favored advertiser for the same class, length of spot and time period. If your lowest unit charge is commissionable to an agency, you must sell to candidates who buy direct at a rate equal to what the station would net from the agency buy. This agency rule does not apply to spots sold by a station’s national rep firm. Candidates get the benefit of any volume discounts you offer to other advertisers even if they purchase only one spot. Thus, if you charge $20 for a single one-minute spot and $150 for ten one-minute advertisements (or $15 per ad), you may charge a candidate only $15 for a one-minute ad even if the candidate buys only one spot. However, you can offer legally qualified candidates an additional volume discount from the lowest unit charge for purchases that do not qualify for the volume discount, but you must make the volume discount available on a non-discriminatory basis to all candidates. Any station practices that enhance the value of advertising spots must be disclosed, and must be made available to candidates. These include, but are not limited to, discount privileges that affect the value of the advertising, such as bonus spots, time-sensitive make goods, preemption priorities, and other factors that enhance the value of the advertisement. Under the rules, if you have provided any commercial advertiser with even a single time-sensitive makegood for the same class of spot during the preceding year, you must provide time-sensitive make goods for all candidates before the election. Who Is Entitled to the Lowest Unit Charge? Only “uses” by legally qualified candidates for public office are entitled to the lowest unit charge. The candidate must appear personally in the spot by voice or image, and the appearance must be in connection with his or her campaign. If Broadcast Regulations 239
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ELECTRONIC MEDIA MANAGEMENT Fifth E
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ELECTRONIC MEDIA MANAGEMENT Fifth E
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Table of Contents Preface xiii Ackn
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Union Negotiations 83 Reasons for J
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The Promotion Plan 194 Audience Pro
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Organization and Personnel 289 Mana
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Preface Every generation probably w
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Acknowledgments Terry Bonvillain, C
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1 Broadcast Station Management This
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MANAGEMENT DEFINED If you were to a
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To assist managers in carrying out
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of two or more persons.” As emplo
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who saw their employees as having a
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FIGURE 1.3 Systems approach to orga
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Organization. In the intervening ye
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ORGANIZING Organizing is the proces
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Local Sales Assistant General Sales
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station. As a result, employee mora
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DECISIONAL ROLES These roles grow o
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THE LICENSEE Ultimate responsibilit
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attentive to the treatment of emplo
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SUMMARY Management is defined as th
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13 Herzberg, Mausner, and Snyderman
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2 Financial Management This chapter
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THE ACCOUNTING FUNCTION The account
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Station ________________ Delta Star
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Station ________________ Delta Star
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FIGURE 2.2 Vendor proposal to desig
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RECEIPTS FIGURE 2.4 Financial recor
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Current liabilities include account
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FIGURE 2.6 Example of a broadcast s
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• recordings • music licensing
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FIGURE 2.7 Broadcast station income
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B. Each employee’s workload shoul
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5. Insurance Insurance has become a
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MONITORING FINANCIAL PROGRESS Manag
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The stock market has begun to quest
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ADDITIONAL READINGS Jablonsky, Step
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Human Resource Management This chap
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Job analysis identifies the respons
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Application For Employment Hometown
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EDUCATION: Name & Location Course S
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The interview gives the station the
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A letter should be mailed to the un
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• Has the immediate supervisor ha
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• initiative • knowledge of com
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Pension plan: Provided by fewer tha
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their departments or transfer to an
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The basic unit of a national or int
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of meal breaks, reimbursement to em
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3. Management Attitudes and Behavio
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Civil Rights Act of 1964, as amende
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• analyze periodically measures t
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FIGURE 3.2 Continued. Human Resourc
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licensees each year. Managers can t
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Managers are advised to develop and
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ignored. They may feel uncomfortabl
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EXERCISES 1. Was the station manage
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4 Broadcast Programming This chapte
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The reach of television and the ext
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and promotional announcements. They
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Program management: The duties of t
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• tactical, that is, methods of p
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Traffic reports: Local traffic cond
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Examples of locally produced inform
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greater the coverage. Coverage also
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Commercials Headlines FIGURE 4.3 Fo
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mercials and other nonmusic content
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the market, the age of the program,
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PROGRAMMING FACTORS The TV program
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years, making it difficult for a st
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10. Don’t place an expensive prog
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Early Morning (6:00 A.M. to 9:00 A.
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often run movies, syndicated talk,
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Late Fringe During this period, mos
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achieve the strongest possible lead
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FIGURE 4.5 Continued. The guideline
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FIGURE 4.5 Continued. outside the b
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Broadcast Programming was 36, up fr
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ular subgroup of the population, id
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The board will be meeting again in
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This chapter considers 5 Broadcast
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• produce a profit for the statio
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• Preparing and controlling the d
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• controlling the department’s
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• Only the cost of 30-second spot
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tion for buying other spots. The ef
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commercial time in programs directe
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LOCAL AND REGIONAL SALES: THE ACCOU
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Day Activities 1. Tour of station a
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• availabilities, to show how the
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4. What do they offer customers tha
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of the audience, personality profil
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• past and present advertising ac
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“I tried your station once and I
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established revenue goal with a fou
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To represent the station effectivel
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Advantages Disadvantages Diary Prov
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AUDIENCE MEASUREMENT TERMINOLOGY To
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Gross impressions (GIs): The total
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However, in an era of intensive inv
Page 203 and 204: Sales and advertising practices are
Page 205 and 206: NOTES 1 47 CFR 73.1941(c). 2 Ibid.,
Page 207 and 208: 6 Broadcast Promotion and Marketing
Page 209 and 210: • evaluating campaigns • conduc
Page 211 and 212: ers to sample the station’s progr
Page 213 and 214: are important in establishing or re
Page 215 and 216: The television supplement published
Page 217 and 218: FIGURE 6.4 A station’s logo may b
Page 219 and 220: schedule, interests, and personalit
Page 221 and 222: station should consider ways in whi
Page 223 and 224: Assuming that the contest idea rais
Page 225 and 226: same goes for reality programs, sit
Page 227 and 228: ing costs by including the promotio
Page 229 and 230: Target Clients Will the campaign be
Page 231 and 232: Mailings or E-mails to actual and p
Page 233 and 234: of deriving benefits and minimizing
Page 235 and 236: The mall will make a $10,000 advert
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Page 239 and 240: which had already been legislating
Page 241 and 242: • The level of understanding and
Page 243 and 244: Cohn and Marks LPP provides special
Page 245 and 246: APPLICATION AND REPORTING REQUIREME
Page 247 and 248: typical station quarterly issues/pr
Page 249 and 250: FIGURE 7.4 Continued. the seller an
Page 251 and 252: UHF stations to count for only one-
Page 253: PROGRAMMING POLICIES Programming po
Page 257 and 258: FAIRNESS DOCTRINE The Fairness Doct
Page 259 and 260: The 1987 indecency standard has bee
Page 261 and 262: ON-THE-AIR HOAXES The electronic me
Page 263 and 264: If a broadcast station or network a
Page 265 and 266: exceptions to the general rule. Fir
Page 267 and 268: e made public, or the licensee beli
Page 269 and 270: REGULATORY FEES The Omnibus Budget
Page 271 and 272: opposes. It will contain visual foo
Page 273 and 274: 28 New Indecency Enforcement Standa
Page 275 and 276: 8 Managing the Cable Television Sys
Page 277 and 278: usiness, and establishes the terms
Page 279 and 280: extremely important. It should incl
Page 281 and 282: Accounting Inventory Clerk Accounts
Page 283 and 284: And stiff competition has arrived i
Page 285 and 286: The 1992 law considerably reduces p
Page 287 and 288: FIGURE 8.4 Excerpt from a PPV marke
Page 289 and 290: FIGURE 8.5 Cable tiers. (Source: Co
Page 291 and 292: account balance and the date and am
Page 293 and 294: Cable has about twice the number of
Page 295 and 296: Technical salaries Utilities Techni
Page 297 and 298: In response, Congress passed the Ca
Page 299 and 300: FIGURE 8.10 Analysis of multichanne
Page 301 and 302: He faces a dilemma: should he retai
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1. local noncommercial educational
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• engineering • administration
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cause a fatigue factor in the audie
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Special events are an additional so
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FIGURE 9.4 Support elements for WYE
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FIGURE 9.5 Expense dollar distribut
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ee. Among the many sources for inst
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popular publication called New Orle
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Additional ratings information is a
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An example can explain the center
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Administration is the management fu
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FEDERAL GOVERNMENT Public radio rel
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FIGURE 9.9 Revenue distribution for
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Jazz is mainly recorded music and l
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Companion and Michael Feldman’s W
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FIGURE 9.11 Who WWOZ’s listeners
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LOW-POWER FM RADIO In 2000, the FCC
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tal funds, public television has be
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NOTES 1 http://www.fcc.gov. 2 Ibid.
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10 Entry into the Electronic Media
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There are several ways of accumulat
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FIGURE 10.2 Cable television help w
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tions wanted” ads, and associatio
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the opportunities offered by libera
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than 9,000. The major trading activ
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FIGURE 10.6 Continued. Despite the
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FIGURE 10.7 Continued. The receipt
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FIGURE 10.8 Media broker’s announ
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the return on investment will be le
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The multiple will vary depending on
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NON-TRADITIONAL FINANCING As one of
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FIGURE 10.9 Continued. provided goo
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FIGURE 10.10 Acquisition company du
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FIGURE 10.11 Excerpt from FCC Form
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Consumer Protection and Competition
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in a proposal. Local governments ha
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FIGURE 10.13 Continued. constructio
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lier years. And the reduced number
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EXERCISES 1. Name three types of fi
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A Appendix TV Parental Guidelines T
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B Appendix Excerpt from Membership
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Appendix B 371
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Appendix B 373
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Appendix B 375
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Appendix B 377
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Glossary Acceptable Use Policy (AUP
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Community Service Grant (CSG): a gr
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Focus group: a research method in w
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Management: the process of planning
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Pretax loss: the excess of expenses
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Trade-out: see barter. Trailing cas
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The first part of the bibliography
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Crandall, Robert W., and Harold Fur
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Jablonsky, Stephen F., and Noah P.
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Radio Marketing Guide & Fact Book,
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Broadcast Engineering. Primedia Bus
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Accounting, 33-49 planning financia
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Bumper, 116 Bureaucracy, 6 Business
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Electronic media business, entry in
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Food, Drug, and Cosmetic Act, 225 R
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top, 13 traffic, 16 Market area, de
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fixed-position, 210 image, 195, 217
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Roethlisberger, Fritz J., 7 Rotatio
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Unions, trade, 80-86 contracts, 81-
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ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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