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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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3. Management of Media Organization


← 38 | 39 → 3. Management of Media Organization

This chapter deals with different dimensions of media organization management. The transfer of successful managerial practices from the private to the public sector is an important approach used by modern media organizations. Media management is distinctive also in ethical dilemmas that are obvious also in television organizations.

Any organized community of people (organization) needs to be constantly administered and managed, regardless of its formal structure (private or public corporation, institution, association) or its size and the socio-political arrangement in which it operates and develops. This fact has never been disputed. However, most of those who have studied organizational issues from a scientific or political point of view paid most attention to the analysis and content of two primary organizational functions, that is, management and administration of organizations in concrete political and economic circumstances. Studies of management and administration date back to the golden age of classical scientific management, to the time of the development and use of classical administrative management, and the period of bureaucratic and organizational models based on behavioural science. They also continued at the time of the emergence of modern organizational structures based on the system theory, cybernetics, logistics, ergonomics, sociology, psychology, praxeology, information theory, and computer technology (Albarran, 2002; Pringle, 1999; Anželj, 2002).

There exist various definitions of management. For the study of management in electronic media, Pringle (1999: 3) uses a definition that describes management as »the process of planning, organizing,...

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