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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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8. Conclusion

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← 140 | 141 → 8. Conclusion

The results of the survey on electronic media, management of media organizations, and particularly the results of the case study, evidence interaction of various social disciplines and the extraordinary power of electronic media in today’s world. Reconciling public and economic interests is the primary management task in media organizations nowadays. The case study of a hybrid media model draws attention to particular successful practices that could usefully serve in different social environments. Fast response to technological, political and economic change can undoubtedly help to achieve the primary goal of today's media – fulfilling the public interest and providing cost-effective products. Moreover, fulfilling public and economic interests requires efficient management of programme contents, which ensures the realization of a particular social mission and successful competitiveness in the market. Selection of target audiences and careful demographic studies are crucial for economic efficiency. In addition, the study reveals that independent market-driven financing (without government subventions) can be an advantage, because it requires efficient programme planning and constant control. Introducing new technologies into a TV operation is essential. Various new platforms attract the public, which strengthens the particular social and economic mission of broadcasting.

TV Slovenia is a public-service broadcaster. With its location in Central Europe, it is a significant partner to other public television services in the region. At the same time, it can serve as an important model for the transformation, which all public television stations should undergo. The case study of a hybrid media...

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