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Electronic Media: Then, Now, and Later

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Presentation on theme: "Electronic Media: Then, Now, and Later"— Presentation transcript:

1 Electronic Media: Then, Now, and Later
Norman J. Medoff and Barbara K. Kaye Medoff & Kaye Electronic Media 3/e Chapter 11

2 Chapter 11 Media Operations
Medoff & Kaye Electronic Media 3/e Chapter 11

3 Then, Now: Radio Stations (1 of 4)
Six basic functions Consolidation led to staff reductions and changed organizational charts General management Policy planning, hiring/firing, payroll/accounting, purchasing, contract fulfillment, physical plant maintenance Often supervises multiple stations Engineering Installation, operation, care of technical equipment Often includes information technology (IT) May be divided into engineering and operations Medoff & Kaye Electronic Media 3/e Chapter 11

4 Then, Now: Radio Stations (2 of 4)
Production Audio signals from microphones or magnetic recordings go through audio console, are mixed, and sent to transmitter Television production may be in studio or field; live or recorded; newsgathering or commercial production Medoff & Kaye Electronic Media 3/e Chapter 11

5 Then, Now: Radio Stations (3 of 4)
Programming Plan & execute program schedule to meet management objectives Mix of live and recorded programs Live remote Electrical transcriptions Staff Program director, news director, music director Chief announcer, production director DJs, news staff News producers, reporters, newscasters, specialized news personnel, weather specialists and meteorologists, special reporters Medoff & Kaye Electronic Media 3/e Chapter 11

6 Then, Now: Radio Stations (4 of 4)
Sales Toll broadcasting to sponsorships to spot advertising Sales manager Hires and trains sales staff; sets goals May have local and regional sales managers May also schedule commercials Traffic manager and staff Promotions On- and off-air promotion Goals: audience acquisition, maintenance, and recycling; sales promotion; morale building Should generate ratings, revenue, goodwill Medoff & Kaye Electronic Media 3/e Chapter 11

7 Then, Now: Television Stations (1 of 5)
Six basic functions Technological improvement and innovation have changed management structure and types of jobs Many different organizational schemes General management Title varies; may depend on number of stations Planning and setting goals, evaluating employee performance, hiring/firing, leading/motivating, representing station to public and business community Business department Business manager, CFO, accountants, bookkeepers Human Resources Medoff & Kaye Electronic Media 3/e Chapter 11

8 Then, Now: Television Stations (2 of 5)
Engineering Installation, maintenance of production and transmitting equipment Maintenance engineers, operating engineers, building/maintenance engineers, information technology engineers Production Early cameras, lighting, visual effects less sophisticated than today Prior to 1970s, linear editing Medoff & Kaye Electronic Media 3/e Chapter 11

9 Then, Now: Television Stations (3 of 5)
Rehearsal time Early TV production was like live theatre Production personnel work in multiple departments Programming, engineering, sales, news Camcorders Studio production Signals from sources go to switcher, are stored or sent directly to transmitter News, interview, talk, game, quiz shows, dramas Portable/field production Electronic news gathering (ENG) Editing (nonlinear) Medoff & Kaye Electronic Media 3/e Chapter 11

10 Then, Now: Television Stations (4 of 5)
Programming Mix of network-supplied, self-produced, and other (often syndicated) programs Program director Program acquisition and scheduling Most stations affiliated with network Most stations produce local public affairs and news News director Responsible for newscasts and personnel News producers, writers, story and script editors, assignment editors, video photographers, reporters, anchors, weathercasters, sportscasters Medoff & Kaye Electronic Media 3/e Chapter 11

11 Then, Now: Television Stations (5 of 5)
Sales General sales manager National and local sales managers Account executives Traffic manager Researchers Sales is often quickest path to upper management Promotions Community relations (marketing) department Community events, publicize programs and personalities Promotions based on research, positioning, strategizing, audience targeting Medoff & Kaye Electronic Media 3/e Chapter 11

12 Then, Now: Cable Services (1 of 3)
Operations Small business until early 1970s Larger companies began buying smaller systems Cable systems became satellite capable General management Most cable systems have multiple systems Regional or national management Management goals include negotiating for desired channels (HBO, ESPN, etc.) and local broadcast retransmission Medoff & Kaye Electronic Media 3/e Chapter 11

13 Then, Now: Cable Services (2 of 3)
Engineering Primary function is to distribute programming to subscribers via wires Receives and sends signals to cable head end Distributes signals to customers Production and Programming Before 1970s, cable did not produce programs FCC mandated local-originated programming and public-access channels Requirement later changed from public access to PEG (public, educational, government) channels Most cable production involves commercials and system promotion Some large-market MSOs have local news channel Medoff & Kaye Electronic Media 3/e Chapter 11

14 Then, Now: Cable Services (3 of 3)
Sales Local advertising sales Competes with other local media Promotions Promoting offerings and “bundles” to potential subscribers Subscribe to cable TV, Internet, VoIP telephone service Internet and VoIP help compensate for cable TV cord- cutters Medoff & Kaye Electronic Media 3/e Chapter 11

15 Then, Now: Satellite Delivery (1 of 2)
Satellite radio (SiriusXM) General management Engineering Production Programming Sales and promotion Satellite TV (HBO and other TVRO) Production and promotion Sales Medoff & Kaye Electronic Media 3/e Chapter 11

16 Then, Now: Satellite Delivery (2 of 2)
Internet Streaming media Sends signals directly to audience Netflix, Amazon Video, HBO Go Advantages of digital online delivery Stream begins whenever audience wants it Interactive applications available Content deliverer monitors audience size and usage Audiences multitask while listening Protects copyright because material is not stored by user Allows broadcasters to stream live, or create library Streaming requires little maintenance or supervision Medoff & Kaye Electronic Media 3/e Chapter 11

17 Later: Radio Stations Radio still reaches most Americans
Model for listening to radio unlikely to change Focus on local appeal HD radio Online radio growing Production styles changing Consolidation will continue Automation, consolidation, mergers have streamlined station operations Operations should continue at current levels Medoff & Kaye Electronic Media 3/e Chapter 11

18 Later: Television Stations
Financial pressures have led to consolidation, smaller staffs, cost cutting Technological improvements mean fewer personnel needed on news crew and in studio Multicasting (multiple signals on one channel) Most TV content is available online YouTube, webisodes have changed viewing habits Cord-cutting and over-the-top devices Television advertising revenue will decline Medoff & Kaye Electronic Media 3/e Chapter 11

19 Later: Cable Television
Systems need local employees to maintain equipment and satisfy customer needs Industry facing challenges from cord- cutters Industry may change focus to emphasize providing Internet service Changes in how channels are bundled More a la carte options likely Medoff & Kaye Electronic Media 3/e Chapter 11

20 Later: Satellite Radio and Television
Advantage of covering huge geographic area Excellent sound quality SiriusXM Satellite television Unlike cable, can only downlink, not uplink Cannot provide high-speed Internet connection Likely won’t make huge inroads in subscriptions Merger of AT&T and DirecTV changes bundling opportunities for satellite TV Challenges of cord-cutters Online streaming component Antiquated business model Medoff & Kaye Electronic Media 3/e Chapter 11

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