Management of electronic media PDF
Preview Management of electronic media
Management of Electronic Media This page intentionally left blank Management of Electronic Media Fourth Edition Alan B. Albarran University of North Texas Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Management of Electronic Media, © 2010 Wadsworth, Cengage Learning Fourth Edition ALL RIGHTS RESERVED. No part of this work covered by the copyright Alan B. Albarran herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to Senior Publisher: Lyn Uhl photocopying, recording, scanning, digitizing, taping, Web distribution, Publisher: Michael Rosenberg information networks, or information storage and retrieval systems, except Assistant Editor: Megan Garvey as permitted under Section 107 or 108 of the 1976 United States Copyright Editorial Assistant: Rebekah Matthews Act, without the prior written permission of the publisher. 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Printed in the United States of America 1 2 3 4 5 6 7 8 9 12 09 08 Dedicated to the memory of my former professor, mentor, and friend, Dr. Clarence A. “Ace” Kellner This page intentionally left blank Contents Preface xvii List of Abbreviations and Acronyms xxii 1 Managing in the Electronic Media 1 An Overview of Electronic Media in Society 3 Radio 5 AM Radio 6 FM Radio 6 HD Radio 7 Satellite Radio 8 Television 8 Multichannel Video: Cable and Satellite 10 Telecommunications Industry 10 Management in the Electronic Media 11 Levels of Management 11 Management Skills 12 Management Functions 15 Management Roles 19 Summary 20 Case Studies 21 References for Chapter 1 22 2 The Media Marketplace: Markets, Mergers, Alliances, and Partnerships 25 Electronic Media Markets 26 Defining the Market 26 Dual-Product Markets 26 Geographic Markets 27 Market Structure 28 Concentration in the Market 28 Product Differentiation 29 Barriers to Entry 29 Cost Structures 30 vii viii Contents Vertical Integration 30 Types of Market Structure 31 Forces Affecting Markets 32 Economic Conditions 33 Technological Forces 33 Regulatory Forces 34 Global Forces 35 Social Forces 36 Synergy 37 Alliances and Partnerships 37 What Is a Strategic Alliance? 37 Alliances to Develop and Market Programming and Content 39 Alliances for Newsgathering 39 Alliances to Expand Domestic and Global Markets 39 Alliances to Develop HD Radio 40 Alliances to Develop Wireless Distribution 40 Alliances to Develop Interactive Television 40 Mergers and Acquisitions 41 Why So Many Mergers? 41 Implications for Management 42 Radio 43 Television 44 Cable, Satellite, and Telco 45 Summary 45 Case Studies 46 References for Chapter 2 48 3 Ethics of Management 51 What Is Ethics? 52 Ethical Decision Making in Electronic Media 53 Norms Used in Moral Decision Making 55 The Golden Mean 55 The Judeo-Christian Ethic 55 The Categorical Imperative 57 Utilitarianism 57 Egalitarianism 57 Relativism 58 Social Responsibility Theory 58 Deontological and Teleological Ethics 59 Contents ix Ethical Codes and Mission Statements 59 Codes of Ethics 60 Mission Statements 64 Ethical Issues in Media Management 64 Serving the Market or the Marketplace 64 Controversies over Programming 65 Ethics in News and Public Affairs 66 Ethics in Sales 68 Implementing an Ethics Program 69 Summary 70 Case Studies 72 References for Chapter 3 74 4 Theories of Management 77 Management as a Process 77 Approaches to Management 78 Classical School of Management 78 Human Relations School of Management 81 Modern Approaches to Management 85 Management and the Electronic Media 91 Summary 92 Case Studies 93 References for Chapter 4 95 5 Financial Management 97 What Is Financial Management? 98 Meeting Financial Goals 98 Implementing Financial Growth 99 Budgeting 100 Setting Priorities and Goals in Individual Departments 101 Capital Budgeting 101 Compiling the Budget 102 Budgetary Flexibility 102 Forecasting 102 Monitoring Financial Performance 102 Balance Sheet 104 Income (P&L) Statement 106
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