ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

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ELECTRONIC MEDIA MANAGEMENT 410 Omnibus Budget Reconciliation Act of 1993, 42, 253 Organization, definition of, 6-7 Outputs, 10 Outreach Fund for National TV Programs, 292 Paul Kagan Associates, Inc., of Carmel, California, 55 Payola, 247 Pay-per-view (PPV), 43, 260, 267, 270, 274, 284 marketing piece, excerpt from a, 271 PBS; see Public Broadcasting Service PEG channels (public, educational, or governmental access), 261, 266 mandatory access, 267, 284 Personal Attack Rule, 222 influence of employees, 19 Pickens, T. Boone, Jr., 13 Playlist, 117-118 Plugola, 247 Political Editorial Rules, 222 Pregnancy Discrimination Act of 1978, 87, 97 President, Executive Office of the, 23 Prime-Time Access Rule (PTAR), 222 Production commercial, 15 department, 15 director, 15 manager, 15 Program acquisition, 105-106 Challenge Fund, 293 control, 106 department, 15, 103-105 functions of, 103 organization, 104-105 director (PD), 105 editorials, station, 140 execution, 106 local newscasts, 139-140 manager, 104-109 influences, 107-109 qualities, 106-107 responsibilities, 105-106 planning, 105 public affairs, 140 public service announcements (PSAs), 140 radiothons, 140 telethons, 140 Programming block, 125 cable involuntary, 267 must-carry rules, 267-269, 271 voluntary, 267 checkerboard, 125 children, for, 135-137 Children’s Television Programming Report (FCC 398), 135, 136-139 community, and the, 137-140 core, 135 counter, 125, 302 feature films, 125-126 head-to-head, 125 horizontal, 125 independent station, 131-133, 143 network, 128 affiliate; see network affiliate niche, 114 policies, 237-247 principles, ten basic, 126-127 radio station; see radio station programming public; see radio, public station representative, and the, 134-135 strip, 125 television station; see television station programming public; see television, public vertical, 125 Promotion(al), 214-216 announcements (promos), 205-206 generic, 209 specific, 209 audience; see audience promotion contests, 206-208 department, 15 director, 192-194, 217 qualities, 193-194 responsibilities, 192-193
fixed-position, 210 image, 195, 217 news local, billboard, 196 on-air, graphic, 195 off-air, 205, 210-211, 218 on-air, 205 radio, 205-208, 218 television, 208, 218 plan, 194, 217 program, 195, 217 sales; see sales promotion value-added, 215-216 merchandising; see merchandising Protector; see program manager Public, 25 broadcast station management, 287-326 Broadcasting Act of 1967, 288, 322 Broadcasting Directory, 320 Broadcasting Service (PBS), 288, 289, 291-293, 295, 297, 300-301, 305, 307, 321 interest, 223-224 radio; see radio, public relations, 200-205, 214, 217-218 service, 216-218 television; see television, public Publicity, 200-205, 214, 218 events, 202 materials, 202 R & R (Radio & Records), 117, 213, 330 Radio, 40 digital, multichannel, 314 disc jockeys; see disc jockeys NPR (National Public Radio), 288-289, 309-311, 314-318, 320, 322-323 public, 309-320 case study, 324 licensing process, noncommercial, 321 low-power FM (LPFM), 236, 321 management tasks, 310-320 administration, 320 community outreach, 319-320 engineering, 320 fund-raising and expense control, 310-314 audience, 311-312 community corporation licensee expense distribution, 315 revenue distribution, 313 government funding, 311 underwriting, 312-314 programming format selection, 314-316 national affiliation, 316-317 promotion, 317-318 research, 318-319 demographics of listening, 319 organization and personnel, 309-310 organizational chart, 309 Public Radio International (PRI), 309-310, 315, 316-317 Program Directors Association (PRPD), 317 Satellite System, 316 satellite, 141 station organization, 17, 104-105 programming, 143 format selection, influential factors community composition and location, 114 finances, 115-119 market size, 114 potential audience and revenues, 114 technical considerations, 114-115 information formats, 111, 143 all news, 111 all talk, 111 news/talk, 111 music formats, 109-111, 143 adult contemporary (AC), 109 adult standards, 109 alternative, 109 classical, 109 contemporary hit radio (CHR), 110 country, 110 new ac/smooth jazz, 110 oldies, 110 rock, 110 urban, 110 sources, 112-113 Index 411
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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
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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
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 and 418: Accounting, 33-49 planning financia
Page 419 and 420: Bumper, 116 Bureaucracy, 6 Business
Page 421 and 422: Electronic media business, entry in
Page 423 and 424: Food, Drug, and Cosmetic Act, 225 R
Page 425: top, 13 traffic, 16 Market area, de
Page 429 and 430: Roethlisberger, Fritz J., 7 Rotatio
Page 431 and 432: Unions, trade, 80-86 contracts, 81-
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