Management of electronic media

355 Pages·2010·2.147 MB·English

by  Albarran, Alan B

Management of Electronic Media
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Management of Electronic Media
Fourth Edition
Alan B. Albarran
University of North Texas
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Management of Electronic Media, © 2010 Wadsworth, Cengage Learning
Fourth Edition
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Alan B. Albarran
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Dedicated to the memory of
my former professor, mentor, and friend,
Dr. Clarence A. “Ace” Kellner
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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