Chapter 8
Content:
Strategy and Distribution
2013 Spring
G James Han
What we will learn:
1) The responsibilities of the PD in an electronic media facility 2) Differences in the types of programming and strategies
used in the radio, TV, cable, and telco industries
3) Issues of concern for program managers across the e-media
1. The Program Director 2. Radio Programming
3. Television Programming 4. Multichannel Programming
5. Management Issues in Programming
1.
The Program Director
(Programming is the critical components for successful media management )
What does a PD do across the electronic media?
Responsible for programming for:
The major expense in electronic media is programming.
To be a more competitive, PD needs skills for budgeting, amortizing of programming, break-even analysis
Where to acquire programs?
Various sources: network, other production company, in trade or barter, or produce internally
Good scheduling is important to the traditional
programming. But nowadays it is less critical because of internet. It is not linear schedule.
evaluating of programming.: usage of research data and audience feedback. if necessary to change radio format or the time of TV shows
Strong verbal and written communication skills are needed and ability to work with others
PD’ s Responsibilities for Management Tasks:
Budgeting
Acquisition
Scheduling
Evaluation Interpersonal
skills
(1)Popular Radio Format
A radio format : (or programming format) describes the overall content broadcast on a radio station. Radio formats are frequently employed as a marketing tool, and constantly evolve.
.
SOURCE: Radio Advertising Bureau(2007-2008) FORMAT NUMBERS OF STATIONS
1.Country 2,037
2.News/Talks 1,359 3.Latin/Hispanic 721 4.Oldies 720 5.Adults Contemporary 631
Radio Programming
Top 5 popular formats (US)
(by number of stations programming that format)
To capture an existing audience from another stations, or/and
To develop a format to reach an audience not being targeted by a competitor.
Two approaches helps to decide radio formats
(3) Develop a Niche
• A niche market is the subset of the market on which a specific product is focusing on; Therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.
• An approach to capturing another station’s audience: targeting an audience not being served by existing stations
• Niche formats ranging: sports talk, ethnic formats/AM, jazz & classical/FM (2) Targeting Existing Audiences
• 18-49 demographic group: ideal , advertisers-favored
• audiences are fickle
• challenges: how to maintain the audience identifying and targeting an audience
(4) Format Variables
Managers need to consider in selecting a format
Technical aspects
FM best suited for music formats,
AM emphasizes talk/information/niche or specialty formats
HD better sound quality than FM, AM, but offering limited distribution
Local-air staff, syndicated distribution, and voice tracking
How can a PD balance the costs and benefits of using local talent against those of a syndicated service
Commercial matter
How many minutes in drive time and nondrive time :
enough time for both station expenses and holding of listeners, for music formats: 8-10 minutes per hour is ideal
Marketing and promotion considerations
Strong marketing and promotion potential, regarding both advertisers and audiences.
Branding: a marketing skill to establish an identity for each station
Wheel or “hot clock”
News and public affairs programming
What is the station’s commitment to providing news and public affairs programming?
A common criticism:
-Selection of a network
ABC RADIO NETWORKS ABC News Radio
ABC Sports
ABC Music Radio ESPN Radio
CBS/WESTWOOD ONE CBS Radio Network CNN Radio
NBC News Radio
CLEAR CHANNEL COMMUNICATIONS Premiere Radio Networks
SATELLITE RADIO NETWORKS Sirius XM Radio
Television Programming
Broadcast TV industry
Network-affiliated station Independents Station
First-Run Syndication
National Broadcast Network
Programs made by providers Local station Successful Distributor
Paramount – Entertainment Tonight
King World – Wheel of Fortune, Jeopardy, Ophra
Off-Network Syndication
contents Network
contents Station
Contents flow
3 way to deal with licensing
•Cash transaction
• Syndicater sells program that already including their advertising.
•Syndicater offers programs with advertising. But they also get cash for the rest of its dues.
Cash
Barter
Ad-hoc Networks
Local
Programming
The programs made by a television station or
independent producer for broadcast only within the station's transmission area
In general, network
affiliates are most likely to have local news
operation.
It may not easily attract audiences and
advertisers.
Network
Programming
Network Program Strategies
Other Network Day parts
Local Affiliate Programming
Independent Programming and Strategies
Opportunities through Multicasting
Network Programming Strategies
Network strategies used for decades
Lead in programs
Ham-mocking
Tent-poling
Counter programming
Stunting
Blunting
We should recognize these following movement.
1.
Using online/OTT
2.
IPTV
3.
Cell- phone/smart-
phone
Other network Dayparts
Outside of prime-time are important to a network.
Daytime programming is cheaper than prime-time.
Nonprime-time network programming consists of five segments.
Local affiliate programming
Local affiliates have very few hours of programming decisions to make.
The hours programmed by the local station are critical.
Independent Programming and Strategies
Unlike a network PDs, Independent PDs must generate an entire schedule of programming.
Stacking is a strategy that independent stations have built a schedule around talk shows.
Independent station will generate far lower
ratings than affiliates.
Opportunities through Multicasting
As opportunities
1.The transition to digital TV allow to engage in
multicasting.
2. TV stations could have the ability to offer up to two to three channels of SDTV.
As challenges
1. Distribution 2. paying for this
services
3. issue of main
audience
Cable, satellite, and telco systems deliver
a series of services available to consumers
at different tiers and prices.
“basic”cable service: public access,
educational, and governmental channels.
Many popular cable services such as ESPN , CNN, MTV, Nickelodeon , USA , and TNT.
Top 2O
Cable Programming Networks
Programming among
multichannel carriers differs from broadcast television.
The provider normally pays each network a set fee per subscriber to carry the
programming. Fees vary and depend on the services
obtained.
At the network level, programming decisions are made much in the same way as at a broadcast network , save for one key difference.
Some networks are known for mass appeal
programming(e.g., TNT, TBS, USA) while other services are targeted toward various niches and smaller audience
segments.
The proliferation of networks has created a tremendous need for new and recycled programming.
Channels geared toward specific audiences have also
generated demand for programming. ESPN and ESPN2 feature some first-run programming, as well as programs devoted to fishing, auto racing, and running.
These networks also have a strong presence in the international market. A number of programming
brands have extended into international markets. For example: MTV, CNBC, CNN.
New programming tiers of service continue to debut.
HD programming, Spanish-language programming, children, and sports are offered to customs.
Comcast became the first major cable operator offer a VOD service , with many hours of free and
premium content available to audiences, who
subscribe to digital cable.
Management Issues in Programming
Intense Competition for Audience
Demand for More Research
-Audience fragment is increasing, necessitating date
than demographic ratings and shares.
Brand Development and brand Extension
Rising Costs of Programming
- As costs increase, programming bears
greater pressure to generate profit.
Regulatory Concerns
- Regulators have frustrated producer, directors, and writers.
The Multiplatform Environment
- Have to see programming and distribution platforms continue to evolve and change as we move forward, adding to the
challenge of today’s managerial environment.
