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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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Literature

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Albarran, Alan B. (1998): The coalescence of power: transformation of the communications industries. V: R. G. Picard (ur.), Evolving media markets: Effect of economic and policy changes (p.p. 8–24). Turku: Economic Research Foundation for Mass Communication.

Albarran, Alan B. (2002): Management of Electronic Media (2nd ed.). North Texas: Wadsworth Thomson Learning.

Albarran, Alan B. in Chan-Olmsted, Sylvia (1998): Global Media economics: Commercialization, and integration of world media markets. Ames: Iowa State University Press.

Alexander, Alison, Owers, James in Carveth, Rod (1993): Media economics: theory and practice. Mahwah: Lawrence Erlbaum Associates, Inc.

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