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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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2. Media Organization in Society

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← 20 | 21 → 2. Media Organization in Society

This chapter presents the communication concept and the role of media in society as the central mass communicators. The complex role of media, especially public-service television, requires a broad-range theoretical basis that addresses various areas of science. An understanding of television as a political and economic force serves as the cornerstone for defining frameworks of successful television management.

Mass media play an important role in social change and participate in the creation of social reality. Interpretation of events creates “secondary” events. Social change perceived after a time is, however, the result of how the events are understood (as per media interpretation) and not merely of the events themselves. An undeniable fact is thus that mass media play a critical role in the creation of our reality today and tomorrow.

In comparing mass media, it is evident that they have different strengths of impact on the audience. Television evidences the most powerful impact in transmitting political information. Television is the essential source of information on social developments for the majority of the population. Television participates in the process of social change: it is at the same time a creator and a product of the social change. Such a study of the social issues raises many questions about its role in shaping changes in society, and not merely reflecting them.

The growing influence of the TV broadcasting medium has also caused a change in its definition. Television...

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