ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT 402 Announcements, 246-247 “come-on” spot, 247 public service (PSA), 247 teaser, 247 Announcers personality, 118 radio disc jockeys, 104-105 “shock jocks,” 243-244 Appreciation potential, 32 Arbitron Company, The, 107-108, 178, 180, 184, 318, 344 market definition, 236 portable people meter (PPM), 186 Assets, 41-42 current, 42 fixed, 42 other, 42 prepaid and deferred charges, 42 Association of Public Television Stations (APTS), 297, 306 Audience, 102-103, 148 available, 123-124 flow, 123, 302 flow building, 123 habit building, 123 interest, 123, 124 measurement methods, broadcast, advantages and disadvantages of, 179 terminology, 181-184 average quarter-hour (AQH), 182 cost -per-rating point (CPP), 183 -per-thousand (CPM) households or persons, 183 cume (cumulative audience), 182 gross impressions (GIs), 183 rating points (GRPs), 182 households using television (HUT), 181 rating, 181 share, 181-184 promotion, 194-212, 217 campaign, 197-198 methods, 198-212 Audio Vault by Broadcast Electronics, 33 Auditorium testing, 118 Automation, 118 AVID, 333 B & C Broadcasting & Cable magazine, 63, 213, 330 BBC World Service, 315 Barnard, Chester I., 6 Barter, 113, 156, 351 + cash arrangement, 122 programming, 121, 156 transaction, 40, 48, 122, 186 Billboard magazine, 117 Billboards; see advertising, billboards Bipartisan Campaign Reform Act of 2002 (BCRA), 240, 249-250 Broadband Cable Financial Databook, 55 Broadcast industry, 25 political, 237-240 programming, 101-146 case studies radio, 144 television, 144-145 promotion and marketing, 191-220 case studies radio, 218-219 television, 219 regulations; see regulations, broadcast sales; see sales, broadcast station management, 1-30 case study, 27-28 Broadcast Accounting Guidelines (BCFM), 46 Broadcast Cable Financial Management Association (BCFM), 38, 46, 48 Broadcast Mid-Term Report (FCC 397), 89 Broadcaster, 38, 102, 223-224 Broadcasting, foundations of, 3 Broadcasting & Cable Yearbook, 333, 337, 339, 357, 359 Budget(ing), 57, 124-125, 151 controls, 33 preparation, annual, 33 worksheet, 34-37
Bumper, 116 Bureaucracy, 6 Business department, 16, 33 Cable, 50, 127, 131, 141-142, 195, 299, 358-359 channels barker, 280 basic cable networks, 269-270 distant broadcast stations, 269 local origination and access channels, 268 over-the-air broadcast stations, 268-269 pay-cable networks, 270 selected, and their content, 270 deregulation, 261 digital; see digital cable networks, 334 operator, 262-263 systems, 38 multiple (MSOs), 263, 266, 272, 334 television system, managing the, 259-286 case study, 284-285 economics, 272-279 expenses, 278 items, list of principal, 279 revenues, 272-278, 284 franchise, 283-284 organization, 263-265, 266 programming, 266-272 tiering; see tiering promotion, 279-280, 284 regulation, 280-282 tiering; see tiering, cable wireless, 282 Cable & Telecommunications Association for Marketing (CTAM), 280, 284 Cable Communications Policy Act of 1984, 261-262, 280, 359 Cable Television Consumer Protection and Competition Act of 1992, 261, 268-269, 271, 281-282, 299, 306, 356-357, 359 Cabletelevision Advertising Bureau (CAB), 55 Call-out research, 117 Campaign Spending Law; see Bipartisan Campaign Reform Act of 2002 (BCRA) Carnegie Commission on Educational Television of 1967, 288 Center for Online Learning, 162 Charity Games Advertising Clarification Act of 1988, 206, 245 Children’s Television Act of 1990, 158, 232, 241-242, 249 Children’s Television Programming Reports, 135, 136-139, 242, 251-252 Children’s Television Report and Policy Statement (1974), 241 Churn; see customer turnover Civil Rights Act of 1964, 87, 97 Claritas Corporation, 184 Client data, 165 needs analysis, 165, 166-167 Clusters, 2 Columbine, 33 Commercial “cranking up the gain,” 248 leased access, 261 policy station’s, 118-119 regulations, 248-249 subliminal perception, 248 time, sale of, 248 Common Carriage Agreement of 1997, 301 Communications Act of 1934, 24, 137, 159, 222-223, 252, 254, 280, 359, 360 Section 303 (convenience and necessity), 223 Section 312 (reasonable access & time for political candidates), 239 Section 315 (equal opportunities provision of), 237-239 Sections 503(b)(1) and (2) (fines and forfeitures), 252 between management and employees, 18 Community Service Grant (CSG), 291-292, 311 Index 403
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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
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account balance and the date and am
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Cable has about twice the number of
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Technical salaries Utilities Techni
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In response, Congress passed the Ca
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FIGURE 8.10 Analysis of multichanne
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He faces a dilemma: should he retai
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9 Public Broadcast Station Manageme
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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
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
Page 395 and 396: Glossary Acceptable Use Policy (AUP
Page 397 and 398: Community Service Grant (CSG): a gr
Page 399 and 400: Focus group: a research method in w
Page 401 and 402: Management: the process of planning
Page 403 and 404: Pretax loss: the excess of expenses
Page 405 and 406: Trade-out: see barter. Trailing cas
Page 407 and 408: The first part of the bibliography
Page 409 and 410: Crandall, Robert W., and Harold Fur
Page 411 and 412: Jablonsky, Stephen F., and Noah P.
Page 413 and 414: Radio Marketing Guide & Fact Book,
Page 415 and 416: Broadcast Engineering. Primedia Bus
Page 417: Accounting, 33-49 planning financia
Page 421 and 422: Electronic media business, entry in
Page 423 and 424: Food, Drug, and Cosmetic Act, 225 R
Page 425 and 426: 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
Page 431 and 432: Unions, trade, 80-86 contracts, 81-
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