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"As a former TV news executive and former radio station owner/manager, I can say this book is complete. Anyone going into broadcasting should read this book." Prof. Louis E. Conrad, Northeastern University.
This new edition of a classic text features important updates that reflect the enormous changes that have taken place since the Telecommunications Act of 1996. Each chapter is significantly updated and will address future concerns and applications. New broadcast and cable regulations and policies are reflected in this new edition, as well as current and future use of the Internet and World Wide Web.
This book also covers such essential topics as management theory, audience analysis, broadcast promotion and marketing, and new broadcasting regulations.
Audience: Students in broadcast and media management; Managers in the broadcast/cable industry.
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