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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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1. Introduction

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The media environment has experienced considerable changes driven by technological, economic and political forces over the last decade. The characteristics of performance are changing and consequently organizations have to adapt continually. A television broadcasting industry governed by a market-oriented rationale is heavily dependent on both the rapidly changing environment and media players within and outside national borders. Overlap between media industries, mergers and acquisitions, removal of legal barriers, the growth of strategic alliances and partnerships among media companies, as well as the global entertainment media market and information; have contributed to the changed nature of media management.

Electronic media organizations play an important role in democratic society. Beside, supplying the public with entertaining, informative and other kinds of ‘products’, electronic media organizations affect culture and help shaping social reality (McQuail, 1994). At the same time, they are an important element of the economic system. Economic performance of the medium is becoming an increasingly important area of study, since media policy cannot be limited to political and cultural values only. At any event, media policy is becoming an essential part of the economic strategy of the whole society, and the fact is that the role of media is becoming more and more involved in overall societal development. Economic rationale argues for the most cost-efficient media production. Concomitant with political, social and cultural welfare, the economic principle constitutes the fourth dimension of the mass media democratic functions (Van Cuilenburg and Slaa, 1993).

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