ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT 276 FIGURE 8.7 Local spot rate card. (Source: Charter Communications. Used with permission.) assist them, Nielsen has developed the Nielsen Homevideo Index (NHI), which measures audiences for basic and pay services. The company also undertakes specially commissioned studies for operators. Reliable audience information is a necessity if local ad sales are to continue their growth and operators are to make informed decisions in selecting programs with appeal to audiences and to the advertisers that seek them. High-speed Internet Access Many cable systems provide high-speed Internet service to compete with the DSL provided by some telephone companies, such as BellSouth, Qwest, and Verizon. Cable enjoys the competitive advantage: its service is faster than DSL.
Cable has about twice the number of high-speed Internet access customers than DSL providers. Since cable high-speed Internet service penetration is only about 27 percent of cable homes, it has a lot of room to grow. See Figure 8.8 for an example of how a high-speed Internet provider markets the service. Telephone Service Cable is offering circuit-switched telephony services to both residential and business subscribers. This business is in its infancy for cable companies and has significant growth potential. Further, cable is Figure 8.8 Excerpt from a high-speed Internet marketing piece. (Source: Charter Communications. Used with permission.) Managing the Cable Television System 277
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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
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Sales and advertising practices are
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NOTES 1 47 CFR 73.1941(c). 2 Ibid.,
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6 Broadcast Promotion and Marketing
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• evaluating campaigns • conduc
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ers to sample the station’s progr
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are important in establishing or re
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The television supplement published
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FIGURE 6.4 A station’s logo may b
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schedule, interests, and personalit
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station should consider ways in whi
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Assuming that the contest idea rais
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same goes for reality programs, sit
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ing costs by including the promotio
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Target Clients Will the campaign be
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Mailings or E-mails to actual and p
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of deriving benefits and minimizing
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The mall will make a $10,000 advert
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7 Broadcast Regulations This chapte
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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 and 254: PROGRAMMING POLICIES Programming po
Page 255 and 256: cast. Thus, even if the proposed br
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: account balance and the date and am
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
Page 303 and 304: 9 Public Broadcast Station Manageme
Page 305 and 306: 1. local noncommercial educational
Page 307 and 308: • engineering • administration
Page 309 and 310: cause a fatigue factor in the audie
Page 311 and 312: Special events are an additional so
Page 313 and 314: FIGURE 9.4 Support elements for WYE
Page 315 and 316: FIGURE 9.5 Expense dollar distribut
Page 317 and 318: ee. Among the many sources for inst
Page 319 and 320: popular publication called New Orle
Page 321 and 322: Additional ratings information is a
Page 323 and 324: An example can explain the center
Page 325 and 326: Administration is the management fu
Page 327 and 328: FEDERAL GOVERNMENT Public radio rel
Page 329 and 330: FIGURE 9.9 Revenue distribution for
Page 331 and 332: Jazz is mainly recorded music and l
Page 333 and 334: Companion and Michael Feldman’s W
Page 335 and 336: FIGURE 9.11 Who WWOZ’s listeners
Page 337 and 338: LOW-POWER FM RADIO In 2000, the FCC
Page 339 and 340: tal funds, public television has be
Page 341 and 342: 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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