5. Evaluating the Performance of Media Organizations
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This chapter deals with the reasons for taking account of economic criteria in evaluating the effectivity of management in public television. Economic indicators are essential in figuring out how a television organization integrates into a dynamic media environment; nevertheless, their role is often overlooked. Defining criteria for measuring the effects of various management practices is crucial to the understanding of a modern management process.
Studies using political criteria point to the fulfilment of public interest that society imposes on the public-service broadcaster as one of dominant social institutions. At the same time, market liberalism requires stricter performance criteria for the study of public service institutions. The growing liberalization pushes public-service broadcasters to earn their financial resources in the free market, and imposes on them the same management criteria as on commercial players. Adaptation to the market conditions is the most important indicator of success. Observing economic criteria is vitally important for the public broadcasting service, because it shows its responsibility to the public and society. It demonstrates itself in the ability of an organization to adapt to conditions of both the national and global market.
In assessing media management strategies, the following criteria are helpful: market share criteria to assess ratings, criteria of productivity to assess the effectiveness of financial and programme resources, financial criteria to monitor the revenue growth, and management criteria to assess technological potentials and accumulation of reserves. Management criteria used to...
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