The fifth edition of a classic text features important updates that reflect the enormous changes that have taken place in recent years - the Internet as an important information transmission format that is here to stay and convergence among media. This edition features thorough discussions on the Internet and convergence, as well as reflects the latest information on broadcast and cable regulations and policies. It also includes a fresh batch of case studies, and study questions. As in previous editions, this book also covers management theory, audience analysis, broadcast promotion, and marketing.
Table of Contents
Broadcast Station Management; Financial Management; Human Resource Management; Broadcast Programming; Broadcast Sales; Broadcast Promotion and Marketing; Broadcast Regulations; Managing the Cable Television System; Public Broadcast Station Management ; Entry into the Electronic Media Business; Appendix A: TV Parental Guidelines; Appendix B: Radio Station Manager's Guide: Some Basics of the FCC's Rules and Regulations; Glossary; Bibliography; Index