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Fixing the fix point charts of tv channels

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What Do The Television Network Owners Look At? ...

What Do The Television Network Owners Look At?

They look at three things:

Fixed Point Chart Focusing on Commercial Breaks

Programme Ratings

and

Balance Sheet

They don't think beyond programme ratings and balance sheet.

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Fixing the fix point charts of tv channels Fixing the fix point charts of tv channels Presentation Transcript

  • Fixing the Fixed Point Charts of Television Networks to Align Them With The Demands of Globalization By Zahid Hussain Khalid SUN&FZ Associates, Islamabad, Pakistan ZHK July, 2013
  • The first presentation on print media, ―A preliminary outline of proposed overall plan for re-inventing print media: Country Report – Pakistan‖ is available here: http://www.slideshare.net/19540201/reinvent ing-print-media-management-country-model- pakistan
  • They were asked to pay heed to the whispering 5-Reinvention Revolutions Re-invent content Re-organize newsrooms and management Re-design formats Re-discover revenue streams online and Re-think advertising and distribution models The Above 5 Re-invention Revolutions Are Awaiting Consideration of the Television Network Owners too
  • TV Network owners look at ONLY three things: 1. Fixed Point Chart focusing on commercial breaks 2. Programme Ratings and 3. Balance Sheet They don’t think beyond programme ratings and the balance sheet. So, Television Network Owners Rightly Approve A High Speed Rating Lane Revenue Attracting Fixed Point Chart
  • NOT NECESSARILY… Don’t forget the influence of the sponsors, advertisers, media buying houses and the advertising agencies. Also…are the rating agencies flawless in their rating processes and procedures? Rating Systems and Procedures ARE Admittedly NOT Flawless!
  • True. The demand for contents has increased. So has the population of the world too! Each individual, each household and each family has a story of its own to tell So have the business outlets Add to that the riddles of the system of governance and the crisis of leadership and don’t forget the mysteries of the globalization too! And How Much of That is Seen on Television Screens? Now, Have a Look at the Revenue Side
  • A decline of TV Channel Owners Revenue from 5% in 2012 to 2% in 2013 and bouncing back to 7.9% in 2014. Why? May be the global economic slow down, political turmoil and proliferation of media were few of the top reasons. What about the quality of contents? May be. May be not! What the corporate world including the media has so far overlooked is the need for paying attention to only ONE PHENOMENON: Globalization!
  • Is globalization planned, controlled and invisibly imposed for malicious reasons? Is it natural, unplanned and out-of-control? If planned, who are the planners? What was their purpose? If not planned, how is it happening and what will be the ultimate consequences? Is Globalization a conspiracy or a reality? Barring few laudable exceptions, majority of the satellite channels are adamant not to accept social responsibility in an environment of rapid overall change due to the shocks and after shocks of globalization. Where to look for socially responsible media model?
  • In 60’s, 70’s and 80’s contents were tailored to educate, motivate, and mobilize the viewers, through entertainment as well as news, emphasizing importance of responsible and responsive social and economic behavior in every walk of life. Today Social Responsibility is NOT Part of Any Mission Statement. Even If It is, It is NOT Seen On-Screen Without “An Accompanying Sponsor”!
  • The contents are not responsive to the demands of present times due to their ―corporatization for profit at any cost.‖ The news, entertainment and special interest channels are totally oblivious of the demands of regional and global contexts. Not even a single channel can legitimately claim to be up to date on that account. TV Networks Need to Rethink Corporatization of Contents Before It’s Too Late!
  • • The programs are mostly sensationalized and designed to play with the emotions of the viewers exploiting the real and imaginary situations without any serious attempt to address the social and psychological sensitivities behind them suggesting possible remedies. • On screen recreation of the realities of life demands in depth knowledge of the dark and bright sides of the sensitivities at the two extremes of affluence and deprivation. • There can be no doubt that the content developers and producers of today have fair idea of such sensitivities. What they need is to become students of life. They will be seen transformed through what they write and produce!Life Can Not Be Studied Or Read. It Is Lived To Understand and Explain!
  • Borrowing Shakespeare's Seven Stages of Life from As You Like It At each stage of life the needs and obligations of an individual change. The family the society and the governments are supposed to design rights and obligations keeping in view a human being’s needs and ability to contribute to family, society and the government. Writers and producers have to see that the balance between needs and expected contribution in return for taking care of those needs by family, society and the government are maintained or not. …And that is the Key to Content Designing and Engineering for News, Entertainment and Special Interest television channels. Any television programs analyst has to apply the following simple rule in his analyses: How do the families, societies and governments manage the balance between needs and obligations of an individual? The Answer is Focus on Delivery System! The Key To Content Engineering!
  • Instead of aligning the Social Priorities with National Social, Economic and Political Delivery System and National Priorities with Global Priorities, the popular program ideas, contents and the formats developed by world’s major media conglomerates are either licensed or blindly copied and pirated to create an illusionary impression of aligning the local contents and formats with global contents and formats. Interestingly, both are neither local nor global! Local Contents with National and Global Contextual Alignment are Need of the Time!
  • NEWS AND BUSINESS NEWS CHANNELS: • Globalization , in its overall perspective, is totally neglected by almost all networks • Emerging Markets are inappropriately covered in bits and pieces without appropriate natural linkages • Total lack of serious focus on social and economic issues in their true perspectives • War crimes, inexcusable criminal political and corporate conduct, with rare without follow-up exceptions, are sheepishly brushed under the carpet • Managements, writers, production teams and presenters are indisputably influenced by visible and invisible internal and external pressures for obviously known reasons TV Professional Need to Resist Internal and External Temptations and Pressures
  • ENTERTAINMENT CHANNELS*: • Segment-focused program mix of 60’s, 70’s and early 80’s needs to be re- visited and re-tailored • The following social and professional issues are not presented as they ought to: - Socially and economically indiscriminate equal access to uniform system of quality education - Role of women in family integration, importance of interactive 3-generation communication format - Emphasis on balancing of responsible and responsive professional behavior *Some of the American Channels have continued doing that and now Indian and Pakistani channels have also started following them. The question is: Are they doing it rightly?
  • ENTERTAINMENT CHANNELS: - Urgent need for very subtle treatment of affluence and deprivation to help in maintaining inter-segment social and economic cohesion - Emphasis on classless sense of social and economic inclusion and importance of access to affordable and speedy system of justice - Crash in-house and outsourced re- orientation programs on social content engineering for producers and writers Inter-segment Social and Economic Cohesion Has to Be Focused
  • SPECIAL INTEREST CHANNELS: As name implies, the reach and impact of these channels remains confined only to their carefully designed viewing targets. This well-planned scientifically designed delivery of contents through ensured reach has not resulted in the desired impact on issues of global concern. Nobody bothers to think why? They, naturally, don’t have mass appeal. They need to have that and they can! How they can do that? They Can Do That Through Time Slot Sharing with Mainstream Television Channels
  • He expects to not only see on screen what is happening around him and why, he wants to know well researched convincing answers to whys, hows, whos, wheres and whats also News! How can he make his life at least comfortable, secure and trouble free? Social, economic, political, diplomatic and military dimensions Edutainment! Who are the people he needs to know and why? Who are the people and which events he ought to follow Infotainment! What are the latest social trends? What is in? What is out? (Other than seeing over- exposed, over-valued celebrities of third world countries bragging in morning and evening shows) Entertainment! Access to Information is NOT a Problem: Credibility, Relevance and Quality of Information ARE!
  • He looks for only two things: Honesty: He has different sources of access to information and it is difficult to fool him even if he is an illiterate uneducated man in the street! Quality of Contents: He wants to know more than what he already knows! Television Network Owners and their employees always need to keep that in mind!
  • They forget that because problems of today’s viewer are: Not access to News He doesn’t need to go out for news anymore. The news comes to him, if not through media than through word of mouth Edutainment is also not his problem He has hundreds of options to get edutained without paying anything Several entertainment options are also available to him Entertainment of every kind is available for peanuts on his mobile of not worth more than $20 Mobile operators are literally begging him to use their applications and platforms for having fun. So, Isn’t It The Right Time To Start Thinking And Doing Something About That?
  • The writers and producers need to become: Students of Life They have to keep their eyes and minds open for which they don’t seem to have time They don’t need to focus on individuals, no matter who he is: a man in the street or President of the most powerful country in the world, but the systems that are supposed to take care of the individuals They must do what they are paid to and that is to write and produce…Once their idea is sold, they have nothing to do with the marketing of their programs TRPs and GRPs are for marketing staff to watch. The writers and producers don’t need to compromise quality of and honesty in what they write and what they produce Dishonesty in Doing Anything is Nothing but Full of Disgrace Self-Deception!
  • Most of the time what we think is wrong and what we see, in reality, is not as it appears. This is what God had practically taught and demonstrated to Holy Prophet Moses. Electronic media contents are nothing but a visual presentation of how a writer observes or understands something and a producer presents it. It is nothing more or nothing less. On top of that there is nothing in between also: Not even the owner of the television channel and the sponsor. If there is, then the writer is not a writer and the producer is not a producer. What is seen on television screens is not written and produced by writers and producers. It is prepared by ―content merchants‖ who are totally unfamiliar with the sanctity of the honesty of what they write and produce and the quality what the viewers see missing. That Is Why The Electronic Media Has Almost Lost Its Credibility!
  • The contents turn the screen of a TV set into the smoke of illusion when the painful realities of life are dramatized instead of presenting them as they are specifically pointing out who is or are responsible for the pain. People see a lot of dramatized pain on screen waiting to see the faces of the culprits unveiled, accounted for and punished Amazingly, the culprits are presented as ―pain healers‖ and ―social and economic doctors‖ shamelessly discussing a number of failed poisonous prescriptions Unfortunately, such writers and producers unintentionally end up encouraging wars without reason or justification, mass killings, displacement of millions of refugees, economic mismanagement, perpetuation of exploitation and social injustice, Is Today’s Television Really a Weapon of Mass Deception?
  • Do the writers and producers ask themselves this question? They don’t? They are often heard saying that they have to write on, produce and telecast what happens in a society, a country and the world. They have, according to them, nothing to do with reform- ing a society, changing a rotten dysfunctional system of governance and the world. …And what does Carl Bernstein has to say about that? If Television is really a mirror in the house then it needs to truly reflect the faces of the members of the household as they are…Does It Do That?
  • ―…For increasingly the America rendered today in the American media is illusionary and delusionary—disfigured, unreal, disconnected from the true context of our lives. In covering actually existing American life, the media—weekly, daily, hourly—break new ground in getting it wrong. The coverage is distorted by celebrity and the worship of celebrity; by the reduction of news to gossip, which is the lowest form of news; by sensationalism, which is always a turning away from a society’s real condition; and by a political and social discourse that we—the press, the media, the politicians, and the people—are turning into a sewer.‖ As American media leads the world in reach and impact, rest of the world follows what it does turning the global media also into a ―sewer‖ as described by Carl Bernstein! American TV is Global Content Role Model. Is It?
  • Borrowing Shakespeare's Seven Stages of Life in As You Like It At each stage of life the needs and obligations of an individual change. The family the society and the governments are supposed to design rights and obligations keeping in view a human being’s needs and ability to contribute to family, society and the government. Writers and producers have to see that the balance between needs and expected contribution in return for taking care of those needs by family, society and the government are maintained or not. …And that is the Key to Content Designing and Engineering for News, Entertainment and Special Interest television channels. Any television programs analyst has to apply the following simple rule in his analyses: How do the families, societies and governments manage the balance between needs and obligations of an individual? The Answer is Focus on Delivery System!
  • CNN iReport: http://ireport.cnn.com/people/zahidhkhalid Slideshare: http://www.slideshare.net/19540201 Wordpress: http://zahidhkhalid.wordpress.com/ Linkedin: http://pk.linkedin.com/in/zahidhkhalid Facebook: https://www.facebook.com/zahidhkhalidPK Twitter: https://twitter.com/zahidhkhalid THANK YOU