Broadcast Management, Lecture notes of Credit and Risk Management

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ABBM

Broadcast Management

ABBM

BROADCAST

MANAGEMENT

Dr Hamisah Zaharah Hassan

Mohd Khir Den

Prof Dr Rahmah Hashim

Dr Ramachandran Ponnan

Course Guide xi–xvi

• Topic 1 Overview of Broadcast Management
  • 1.1 Telecommunications and Broadcasting
    • 1.1.1 What is Telecommunications?
    • 1.1.2 What is Broadcasting?
  • 1.2 What is the Meaning of Management?
    • 1.2.1 What is Telecommunications Management?
  • 1.3 Management Study Approach
    • 1.3.1 Functional Discipline
    • 1.3.2 Management Science
    • 1.3.3 Human Achievement
  • 1.4 Telecommunications Management Components
    • 1.4.1 Telecommunications Management Skills
    • 1.4.2 Telecommunications Management Function
  • 1.5 Telecommunications Management Roles
    • 1.5.1 Interpersonal
    • 1.5.2 Information
    • 1.5.3 Decision-making
  • 1.6 Types of Management Occupations
  • 1.7 Telecommunications and Leadership
  • Summary
  • Key Terms
  • References
• Topic 2 Telecommunications Management Theories iv  TABLE OF CONTENTS
  • 2.1 Development of Management Theories
  • 2.2 Classical Perspective
    • 2.2.1 Scientific Management
    • 2.2.2 Bureaucratic Management
    • 2.2.3 Administrative Management
  • 2.3 Behavioural Perspective
    • 2.3.1 Human Relations Movement
    • 2.3.2 Human Resource
    • 2.3.3 Behavioural Science
  • 2.4 Quantitative Perspective
    • 2.4.1 Management Science
    • 2.4.2 Operations Management
    • 2.4.3 Management Information System (MIS)
  • 2.5 Contemporary Perspective
    • 2.5.1 Contemporary Management
    • 2.5.2 Management by Objectives (MBO)
    • 2.5.3 System Approach
    • 2.5.4 Contingency Theory
    • 2.5.5 Japanese Management Approach (Theory Z)
  • 2.6 Other Management Styles
  • 2.7 Telecommunications Organisation Management Model
  • Summary
  • Key Terms
  • References
• Topic 3 Electronic Media, and Information and Communications
  • 3.1 Electronic Media Technology (ICT)
  • 3.2 Information and Communications Technology (ICT)
  • 3.3 Aims of Telecommunications Management
  • 3.4 Main Activities of a Media Organisation
    • 3.4.1 Development
    • 3.4.2 Production
    • 3.4.3 Distribution
    • 3.4.4 Display
  • 3.5 Electronic Media Landscape
    • 3.5.1 Radio Broadcasting
    • 3.5.2 Television Broadcasting
  • 3.6 Development of Television Broadcast in Malaysia
  • Summary
  • Key Terms
  • References
• Topic 4 Telecommunications Industry Structure TABLE OF CONTENTS  v
  • 4.1 Telecommunications Industry Structure
    • 4.1.1 What is a Market Structure?
    • 4.1.2 Types of Market Structure
    • 4.1.3 Telecommunications Organisation
  • 4.2 Market Structure Elements
    • 4.2.1 Sellers Concentration
    • 4.2.2 Product Differentiation
    • 4.2.3 Barriers to Entry
    • 4.2.4 Buyers Concentration
    • 4.2.5 Growth in Demand
  • 4.3 Market Behaviour Principle
    • 4.3.1 Price Determination Policy
    • 4.3.2 Quality Control Policy
    • 4.3.3 Competitive Policy
  • 4.4 Market Achievement
    • 4.4.1 Efficient Use of Resources
    • 4.4.2 Stability of Prices and Employment
    • 4.4.3 Fair Deal for All
    • 4.4.4 Growth, Strategy and Planning
  • 4.5 Levels of Industry Development
    • 4.5.1 Level I: Introduction
    • 4.5.2 Level II: Growth/Development
    • 4.5.3 Level III: Maturity
    • 4.5.4 Level IV: Decline
  • Summary
  • Key Terms
  • References
• Topic 5 Management of Educational TV Broadcasting
  • 5.1 History of Educational Television (ETV)
    • 5.1.1 Transformation in Educational TV
    • 5.1.2 Bahagian Teknologi Pendidikan (BTP) Ministry of
  • 5.2 Effects of Changes in Broadcasting Policy Education Malaysia
  • 5.3 Organisational Structure ofBahagian Teknologi
    • 5.3.1 Educational TV Sector Pendidikan (BTP)
    • 5.3.2 Engineering Service Sector
  • 5.4 Establishment ofBahagian Teknologi Pendidikan (BTP)
    • 5.4.1 Producer
    • 5.4.2 Cameraman
    • 5.4.3 Audio Technician
    • 5.4.4 Lighting Technician vi  TABLE OF CONTENTS
    • 5.4.5 Editor
    • 5.4.6 Technical Producer
    • 5.4.7 Video System and Camera Control Unit (CCU)
    • 5.4.8 Video Mixer Technician
    • 5.4.9 Graphic Designer
    • 5.4.10 Photographer
  • 5.5 EDUWEBTV
    • 5.5.1 EDUWEBTV Module
  • Summary
  • Key Terms
  • References
• Topic 6 Marketing and Sales Management
  • 6.1 Marketing and Sales Management in the Broadcasting
  • 6.2 Advertising Industry Sector
    • 6.2.1 Advertisers
    • 6.2.2 Advertising Agencies
    • 6.2.3 Stations
    • 6.2.4 Station Agents
    • 6.2.5 Media Planners
  • 6.3 Media Objectives
    • 6.3.1 Impression
    • 6.3.2 Gross Rating Point (GRP)
    • 6.3.3 Access
    • 6.3.4 Frequencies
  • 6.4 Factors Influencing Media Selection
  • 6.5 Ratings
  • 6.6 Media Product Promotion
  • Summary
  • Key Terms
  • References
• Topic 7 Cable/Satellite Broadcasting System TABLE OF CONTENTS  vii
  • 7.1 Cable TV Broadcasting System
  • 7.2 Cable TV System Structure
    • 7.2.1 Headend Point
    • 7.2.2 Distribution Network
    • 7.2.3 Receiving Equipment (House Drop)
  • 7.3 Cable TV Business
    • 7.3.1 Cable TV Stations
    • 7.3.2 Producer/Provider of Cable TV Programmes
  • 7.4 Cable TV System Management
  • 7.5 Responsibilities of a Cable TV Manager
    • 7.5.1 Cable TV Programmes
  • 7.6 Satellite Broadcasting
  • 7.7 Components of Communications Satellite
  • 7.8 Direct Broadcasting Satellite (DBS)
  • Summary
  • Key Terms
  • References
• Topic 8 The Future of Telecommunications Management
  • 8.1 Development of the Telecommunications Sector in Malaysia
  • 8.2 Regulation
  • 8.3 Globalisation Impact in Telecommunications
    • 8.3.1 Change in Local Media
    • 8.3.2 Telco and Celco Sectors
    • 8.3.3 Broadcasting Sector
  • 8.4 Expansion of the Global Telecommunications Industry
  • 8.5 The Future of Telco and Celco
  • 8.6 External Challenges
  • 8.7 Future Challenges of the Broadcasting Industry
    • 8.7.1 Competition in Broadcasting Media Environment
    • 8.7.2 National Broadcasting Digitalisation Project
    • 8.7.3 Digital Broadcasting Advantages
  • 8.8 Challenges to the Broadcasting Manager
    • 8.8.1 Implication of Digitalisation Project
    • 8.8.2 Roles of Manager in Facing Future Challenges in
  • Summary Broadcasting Industry
  • Key Terms
  • References

COURSE GUIDE

xii ^ COURSE GUIDE

STUDY SCHEDULE

It is a standard OUM practice that learners accumulate 40 study hours for every credit hour. As such, for a three-credit hour course, you are expected to spend 120 study hours. Table 1 gives an estimation of how the 120 study hours could be accumulated.

Table 1: Estimation of Time Accumulation of Study Hours

Study Activities (^) HoursStudy

Briefly go through the course content and participate in initial discussions (^4)

Study the module (^64)

Attend 3 tutorial sessions 6

Online participation (^15)

Revision 16

Assignment(s), Test(s) and Examination(s) (^15)

TOTAL STUDY HOURS ACCUMULATED (^120)

COURSE LEARNING OUTCOMES

By the end of this course, you should be able to:

1. Explain the principles of management in telecommunications and broadcasting;
2. Identify challenges, barriers and problems of management in the broadcasting organisations; and
3. Apply the theories of telecommunications management and management strategies in telecommunications/broadcasting industry/companies.

COURSE GUIDE  xiii

COURSE SYNOPSIS

This course is divided into eight topics. The synopsis for each topic is presented below:

Topic 1 focuses on the definition of concepts used in the course, such as the definition of telecommunications, broadcasting and management. Learners are also exposed to important components of telecommunications management.

Topic 2 looks at managerial aspects from the academic perspective, focusing on management theories in general. Management theories are considered essential in this context so that learners can apply it in the actual organisational climate.

Topic 3 exposes learners to the participants involved in the broadcasting and telecommunications industry. Discussions in this topic are about activities of media and ICT industries, as well as requirements of the telecommunications industry pertaining to managerial aspects.

Topic 4 discusses the important elements of the telecommunications industry including market structure, behaviour, market performance and media maturity.

Topic 5 introduces one of the participants in the national broadcasting industry which is educational television (ETV). ETVÊs participation is rather different from other public and private media organisations because of its different target audience and working styles. ETV is discussed in this course to allow learners to differentiate its role as one of broadcasting participants which is equally important in broadcasting and telecommunications development.

Topic 6 discusses the marketing and sales process regarding broadcasting and telecommunications industry. Essential elements in marketing and sales aspects are advertising and advertising agencies, as well as the ratings aspect which is emphasised by media planners and the management of broadcasting and ICT industry.

Topic 7 introduces cable TV and satellite TV broadcasting systems, which are technologically innovative products that enable communications satellites to be easily used without being assessed by terrestrial TV. Communications satellites have facilitated information dissemination, entertainment and interactive communications between the participants of national, regional and global telecommunications industry.

COURSE GUIDE  xv

Key Terms: This component can be found at the end of each topic. You should go through this component to remind yourself of important terms or jargon used throughout the module. Should you find terms here that you are not able to explain, you should look for the terms in the module.

References: The References section is where a list of relevant and useful textbooks, journals, articles, electronic contents or sources can be found. The list can appear

in a few locations such as in theCourse Guide (at the References section), at the

end of every topic or at the back of the module. You are encouraged to read or refer to the suggested sources to obtain the additional information needed and to enhance your overall understanding of the course.

ASSESSMENT METHOD

Please refer to myINSPIRE.

REFERENCES

Abbot, D. (1999).Cutting edge advertising. Singapore: Prentice-Hall.

Albarran, A. B. (2016).Management of electronic media (6th ed.). Belmont, CA:

Cengage Learning.

Craft, J. E., Leigh, F. A., & Godfrey, D. G. (2001).Electronic media. Melbourne,

Australia: Wadsworth Thomson Learning.

Dominick, J. R., Messere, F., & Sherman, B. L. (2004).Broadcasting, cable, the

Internet and beyond: An introduction to modern electronic media (5th ed.).

Boston, MA: McGraw-Hill.

Eastman, S. T., & Klein, R. A. (2006). Media promotion and marketing for

broadcasting, cable and the web (5th ed.). Burlington, MA: Focal Press.

Gershon, R. A. (2001).Telecommunications management: Industry structures and

planning strategies. Mahwah, NJ: Lawrence Erlbaum Associates Publishers.

Green, J. H. (2001).The Irwin handbook of telecommunications management (3rd

ed.). New York, NY: McGraw-Hill.

Gross, L. S. (2009).Electronic media: An introduction (10th ed.). Boston, MA:

McGraw-Hill.

Sherman, B. L. (1995).Telecommunications management: Broadcasting/cable and

the new technologies (2nd ed.). New York, NY: McGraw-Hill.

xvi ^ COURSE GUIDE

TAN SRI DR ABDULLAH SANUSI (TSDAS) DIGITAL

LIBRARY

The TSDAS Digital Library has a wide range of print and online resources for the use of its learners. This comprehensive digital library, which is accessible through the OUM portal, provides access to more than 30 online databases comprising e-journals, e-theses, e-books and more. Examples of databases available are EBSCOhost, ProQuest, SpringerLink, Books247, InfoSci Books, Emerald Management Plus and Ebrary Electronic Books. As an OUM learner, you are encouraged to make full use of the resources available through this library.

2 ^ TOPIC 1^ OVERVIEW OF BROADCAST MANAGEMENT

TELECOMMUNICATIONS AND BROADCASTING

What crosses your mind when the word „broadcasting‰ is mentioned? Do you have any idea? Let us look at the meaning of telecommunications first before we delve into the concept of broadcasting.

1.1.1 What is Telecommunications?

Generally, the term „telecommunications‰ is made up of two words, which are „tele‰ and „communications‰. In Greek, „tele‰ means long distance. So what does telecommunications really mean?

We also often find the prefix „tele‰ in words such as telephone, telegram, telefax, teletext, television, teleprinter, teleprompter, teleconference and teleport. What is the meaning of each of these concepts? All of these refer to the use of networks and communications at long distances.

When we communicate, we exchange ideas and information through writing, talking, speaking and using non-verbal signals. If the communications involves long-distance communications, the telephone, facsimile machine and others are used.

In fact, there are individuals who can communicate with other people without any equipment but through what is called telepathy, which uses thought and spiritual channels. However, this is hard to prove empirically.

Therefore, we can conclude that telecommunications refers to the science and technology of communications, which channel or transmit signals electronically through communications satellite cables, telephones, telegraphy, radios or televisions.

1.

Telecommunications refers to communication at a long distance.

Gershon (2001)

TOPIC 1 OVERVIEW OF BROADCAST MANAGEMENT  3

Sherman (1994) regards telecommunications organisations as private and public organisations which are particularly involved in the business of developing, publishing, distributing and showing of programmes with elements of entertainment and information to the public through electronic media, that is, non- print media.

Thus, in this course, the term „telecommunications‰ refers to two meanings:

(a) Electronic media (radio, television, online media); and

(b) Common carriers, such as people, companies or carriers/channels of tangible products such as communications satellites, broadcasting equipment and fibre optics or intangibles, such as information super corridors.

1.1.2 What is Broadcasting?

Now, let us look at the definition of broadcasting according to Foster (1978).

Take note that the various definitions of broadcasting depends on the importance and uniqueness of this field to us.

In general, broadcasting is interpreted as the channels for transmitting information, entertainment, education and economic resources (see Figure 1.1).

Broadcasting is the dissemination of audio or video content to a dispersed audience through any electronic mass communications means, but most commonly one using electromagnetic spectrum (radio waves), in a one-to- many model.

Foster (1978)