Successful Television Management: the Hybrid Approach

The book explores a hybrid model of broadcasting in terms of the setting of research parameters and implementation of modern managerial practices, which are suggested as relevant also for the public TV broadcasting stations operating in a market-driven environment. 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.