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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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7. Applicability of Management Methods of a Hybrid Broadcasting Model


← 126 | 127 → 7. Applicability of Management Methods of a Hybrid Broadcasting Model

This chapter summarises the main research findings on broadcasting management. An analysis of the broadcasting model reveals that successful performance of a public service TV organization needs to meet two objectives: the mission of public good and economic efficiency. That is an imperative for survival in the dynamic liberalized media market. Both goals, as well as overall effectiveness, can be achieved if modern management approaches are adopted.

The research defines requirements for an increase of effectiveness and efficiency of broadcasting organizations, especially public services that must pursue a particular mission and meet economic efficiency at the same time. The study seeks and identifies more efficient management approaches and ways of developing methods for assessing effectiveness and efficiency.

The effectiveness of the broadcasting organization that serves as a case study is examined through indicators of economic efficiency and public interest. A public-commercial TV organization represents a hybrid broadcasting model that combines characteristics of the commercial and public service broadcasting industry.

We determined that it is possible effectively to reconcile public interest (with respect to political criteria) with economic interests in individual segments. In order for a public-commercial television organization to achieve these combined objectives, it was necessary to introduce modern management approaches. They comprise the development of assessment criteria for effectiveness and efficiency, flattening of the management structure, rational management of production resources, efficient content management, defining and examining target audiences,...

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