ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT 326 31 Bill McConnell, “A $5 Billion Proposal,” Broadcasting & Cable, June 14, 2004, p. 16. ADDITIONAL READINGS Keith, Michael C. The Radio Station, 6th ed. Boston: Focal Press, 2003. McCauley, Michael P., Eric E. Peterson, B. Lee Artz, and DeeDee Halleck (eds.). Public Broadcasting and the Public Interest. Armonk, NY: M. E. Sharpe, 2003. Public Television, a Program for Action: The Report and Recommendations of the Carnegie Commission on Educational Television. New York: Harper & Row, 1967. A Public Trust: The Report of the Carnegie Commission on the Future of Public Broadcasting. New York: Bantam Books, 1979. Witherspoon, John, Roselle Kovitz, Rober K. Avery, and Alan G. Stavitsky. A History of Public Broadcasting, rev. ed. Washington, DC: Educational Broadcasting Corp., 2000.
10 Entry into the Electronic Media Business This chapter examines the methods of achieving a management position or ownership by focusing on • how to identify and secure employment in a managerial capacity or a capacity that may lead to management • how to buy an existing station, by exploring methods of finding the property, financing the acquisition, and executing legal and other procedures to consummate the transaction • how to build a new station or cable system, by identifying methods of locating open frequencies and franchises, obtaining financing, and complying with governmental requirements 327
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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
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• The level of understanding and
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Cohn and Marks LPP provides special
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APPLICATION AND REPORTING REQUIREME
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typical station quarterly issues/pr
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FIGURE 7.4 Continued. the seller an
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UHF stations to count for only one-
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PROGRAMMING POLICIES Programming po
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cast. Thus, even if the proposed br
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FAIRNESS DOCTRINE The Fairness Doct
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The 1987 indecency standard has bee
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ON-THE-AIR HOAXES The electronic me
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If a broadcast station or network a
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exceptions to the general rule. Fir
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e made public, or the licensee beli
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REGULATORY FEES The Omnibus Budget
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opposes. It will contain visual foo
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28 New Indecency Enforcement Standa
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8 Managing the Cable Television Sys
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usiness, and establishes the terms
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extremely important. It should incl
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Accounting Inventory Clerk Accounts
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And stiff competition has arrived i
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The 1992 law considerably reduces p
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FIGURE 8.4 Excerpt from a PPV marke
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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
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: NOTES 1 http://www.fcc.gov. 2 Ibid.
Page 345 and 346: There are several ways of accumulat
Page 347 and 348: FIGURE 10.2 Cable television help w
Page 349 and 350: tions wanted” ads, and associatio
Page 351 and 352: the opportunities offered by libera
Page 353 and 354: than 9,000. The major trading activ
Page 355 and 356: FIGURE 10.6 Continued. Despite the
Page 357 and 358: FIGURE 10.7 Continued. The receipt
Page 359 and 360: FIGURE 10.8 Media broker’s announ
Page 361 and 362: the return on investment will be le
Page 363 and 364: The multiple will vary depending on
Page 365 and 366: NON-TRADITIONAL FINANCING As one of
Page 367 and 368: FIGURE 10.9 Continued. provided goo
Page 369 and 370: FIGURE 10.10 Acquisition company du
Page 371 and 372: FIGURE 10.11 Excerpt from FCC Form
Page 373 and 374: Consumer Protection and Competition
Page 375 and 376: in a proposal. Local governments ha
Page 377 and 378: FIGURE 10.13 Continued. constructio
Page 379 and 380: lier years. And the reduced number
Page 381 and 382: EXERCISES 1. Name three types of fi
Page 383 and 384: A Appendix TV Parental Guidelines T
Page 385 and 386: B Appendix Excerpt from Membership
Page 387 and 388: Appendix B 371
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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
Page 419 and 420:
Bumper, 116 Bureaucracy, 6 Business
Page 421 and 422:
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
Page 427 and 428:
fixed-position, 210 image, 195, 217
Page 429 and 430:
Roethlisberger, Fritz J., 7 Rotatio
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Unions, trade, 80-86 contracts, 81-
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