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Successful Television Management: the Hybrid Approach

Suzana Žilic Fišer

This book explores a hybrid model of broadcasting and takes a close look at public TV broadcasting operating in a market-driven environment. While media and media institutions play an important role in democratic societies, their management is a complex process and has to coordinate the various demands of the public, the owners, advertisers and society. Managing media institutions also has to take into account technological developments, changes in the regulatory framework and social trends. Whereas media performance reflects social developments, their management often represents catching the uncatchable: providing for the public good and offering attractive market products.
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Media have been following and co-shaping social changes since their beginning. With social development, many typical platforms of the last century are becoming obsolete and irrelevant. New media in different forms bring different experiences to the users, which affect production in both traditional and modern media organizations. Advanced consumption of media products imposes new obligations on media organizations and requires additional parameters for the analysis of media institutions facing dynamic media market competition. This book is a sequel to the book Broadcasting Management (Suzana Žilič Fišer, 2007) in which different suppositions and experience of previous studies aim to apply to various media. The book explores a hybrid model of broadcasting in terms of the setting of research parameters and implementation of modern managerial practices, which are suggested as relevant also for the public TV broadcasting stations operating in a market-driven environment. RTV Slovenija is a public TV broadcasting service that exercises the mission of public good. At the same time, it also operates in the media market earning a large share of revenues by advertising. Coordination between the public and economic interests is the key managerial practice used by the public TV broadcasting service.

Changes in society are also transforming the role of social institutions. Media and media institutions most certainly play an important role in democratic society. Due to their dynamic nature, they are forced to coordinate various demands by the public, owners, advertisers and the society. That is why their management has become...

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