Electronic Media: Programming Strategies and Practices

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Current, relevant, and student-friendly, ELECTRONIC MEDIA: PROGRAMMING STRATEGIES AND PRACTICES, delivers the most accurate and up-to-the-minute coverage of the techniques and strategies used in the programming industry today. Reflecting the latest developments from real-world practice, this market-leading text covers all aspects of media programming for broadcast and cable television, radio, and the Internet with clear illustrations and examples to which you can relate. It offers in-depth coverage of emerging trends, including media concentration, digitalization, the "cluster selling" of programming, and the impact of new technologies. It explains how programs (units of content) are selected (or not selected), arranged, evaluated and promoted with the need to consider pressures from technology, financing, regulations, policies, and marketing Key Feature Noted authorities in the programming industry, Susan Tyler Eastman and Douglas A. Ferguson are widely respected for their work inside the classroom and throughout the field Marketing vs. Programming: Looking at the networks' shift from multiplatform marketing to a multiplatform programming strategy, the text discusses the major networks' reconception of the Internet, PDAs, and cell phones as outlets for specially created forms of their programs--the ""third screens""--rather than as mere vehicles for premarketing existing on-air shows New Technologies: The text explores the impact of high-tech advances such as the proliferation of streaming television and radio on the Internet and the rapid rise of iPhones, iPods that play video, BlackBerrys and Palm handhelds, Play Station 3 game machines, and other portable digital devices that hold the potential for wholly new modes of distribution for traditional TV and radio content Contemporary Issues: ELECTRONIC MEDIA: PROGRAMMING STRATEGIES AND PRACTICES, covers the full parity of broadcast ratings for cable networks and Hispanic stations; the policy shift of Comcast, Time Warner Cable, and other cable operators to market packages of family-friendly channels; the ongoing debate about unbundling cable; and more The text discusses the new experiments with women anchors and new daytime teams as well as the startling rise of pay-for-play for product placement in news This edition includes more non-English domestic as well as international content and fresh graphs and tables to reflect the latest trade jargon and practices Current: Reflecting a changing industry, one of the text's central themes is that the way content is paid for determines much of its structure and availability. Another theme is how the mass orientation and rigid content of traditional broadcasting has reacted to pressure from the emerging online and mobile media Table of Contents Preface Part I: PROGRAMMING RESOURCES AND CONSTRAINTS. 1. A Framework for Programming Strategies. 2. Program and Audience Research. 3. Domestic and International Syndication Part II: BROADCAST TELEVISION STRATEGIES. 4. Prime-Time Network Entertainment Programming. 5. Non-prime-Time Network Television Programming. 6. Television Station Programming Strategies. 7. Public Television Programming Part III: CABLE, SATELLITE, AND ONLINE STRATEGIES. 8. Cable, Wireless, Satellite, and Telephone Program System. 9. Basic and Premium Subscription Programming. 10. Online Video and Audio Programming Part IV: RADIO PROGRAMMING. 11. Music Radio Programming. 12. Information Radio Programming. Annotated Bibliography Index