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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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6. Analysis of the Management of a Hybrid TV Model


← 102 | 103 → 6. Analysis of the Management of a Hybrid TV Model

This chapter presents and examines management strategies of the mixed public-commercial management system of the Channel Four Television Corporation. In a thorough assessment of the corporation's performance output and hypotheses, traditional and economic criteria showing effectivity of its management strategies were applied. The research aims at finding out how a mixed management model works, without seeking advantages or disadvantages of different management models.

Channel 4, fulfilling a particular social mission as a public broadcasting service and at the same time operating as a commercial broadcaster in the free market, is an interesting model for studying the performance of broadcasting service. Such a type of organization is a challenge for the management, requiring coordination and reconciliation of conflicts between the different interests of a unique social mission and commercial effectivity. However, its outcomes prove the mixed management practice to have a chance of survival in Europe.

Political criteria versus economic criteria

Public service broadcasters operate as part of social systems in many countries, and they are governed by national regulatory authorities. Regulatory bodies supervise and monitor how they fulfil their social mission and define framework standards for their performance. Usually, they concentrate only on a review of programme contents. Therefore, for categories that escape clear definition (such as the quality of contents and the educational nature of contents) an attempt is made to classify them in quantitatively defined categories. Traditional criteria...

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