Broadcast Television: A Complete Guide to the Industry

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Peter Lang, 2006 - Performing Arts - 163 pages
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From unraveling the confusion surrounding digital TV to revealing the inner workings of Nielsen ratings Broadcast Television: A Complete Guide to the Industry takes an impartial and in-depth look at the business of commercial television. Unlike many books addressing this topic, the purpose of this primer is not to support a partisan opinion about what is right or wrong with television but rather to provide objective information from which the reader can make his or her own judgments. To that end the organization and presentation style is also unique in that the industry is explained as a dynamic and interdependent system of technology, economics, and regulation. This systems approach to learning helps the reader understand better the interwoven parts of television business.
As a concise and highly focused overview of the business of commercial television, Broadcast Television: A Complete Guide to the Industry can serve as a stand-alone text or as a supplement to other course readings addressing an array of topics involving television today.
 

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Contents

Selling Audiences to Advertisers
45
Extinction or Evolution?
125
Shop Talk
135
Notes
151
Index
159
Copyright

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About the author (2006)

The Author: Before entering academia, Walter S. McDowell spent over two decades in commercial television, including management positions in promotion, programming, and creative services. After earning his doctorate from the University of Florida and teaching for several years at Southern Illinois University, he joined the faculty of The School of Communication at the University of Miami. In addition to teaching various courses in media management, Professor McDowell is an active researcher, having published studies in The Journal of Media Economics, The International Journal of Media Management, and The Journal of Media Business Studies.

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