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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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4. Broadcasting Systems

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← 58 | 59 → 4. Broadcasting Systems

The present chapter tries to describe a real situation and the operation of the media system, and to present the many challenges and obstacles confronting the media market. A TV organization is an integral part of the political and economic environment, as well as of the political and cultural environment, featuring the culture, traditions, political system, democratic tradition and openness of each national market. Hence, advocating a single valid media model would be inappropriate. Among the given social circumstances, we shall highlight common characteristics applicable on the territories of the United States and Europe. Typical characteristics of the media operation and the environment in the US make up a free market-driven commercial broadcasting system. We also take into account specific characteristics of the European environment, which tracks the creation of a dual media system and tends to give the primary role to public broadcasting service.

Commercial dependency and minimal state regulation of electronic media in the United States proves that the broadcasting industry there is treated like any other industry or company whose primary goal is profit. In the United States, public broadcasting service too must observe an efficiency rationale.

The chapter focuses mainly on the functioning of the European dual broadcasting system. Here, ← 59 | 60 → public-service broadcasters have to compete with commercial players, which impose additional free-market rules on their management teams.

In the British media system, public-service broadcaster plays the principal role. The free market...

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