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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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The changed media environment in the last decade has caused changes in the performance of media, since they had to cope with technological, economic and political forces. The television broadcasting industry governed by a market-oriented rationale is heavily influenced by rapidly changing technology, economy and politics, as well as media rivals emerging from within and outside national borders. Overlapping between media industries, mergers and acquisitions, removal of legal barriers, the growth of strategic alliances and partnerships among media companies, as well as developments in the global entertainment media market and information, have dictated changes in media management. Media management has become very complex, since TVs have to reconcile various requirements imposed by the public, the owners, advertisers and society. In addition to various interests, they must take account of technological development, changes of regulatory policy and social trends.

Mixing of private and public managerial practices requires the setting of appropriate standards for the functioning of a vast range of social services. The right answer to the challenges that the TV institutions face is to be found in new management approaches: how to produce more with less resources in a heavily competitive market. The most essential demand imposed on the management of television institutions over the recent period is cost-efficient performance, involving not only economic efficiency but also operational and organizational efficiency. This demand is due to the new competitive environment in which public TVs operate. Most public institutions in all countries face such challenges for increased...

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