BROADCAST.pdf

Broadcast Television
In the United States, a broadcast network is a collection of 100 to 200
local television stations and in the Pakistan approximately more than 50
channels are broadcasting their transmission
The primary revenue stream for these programs is the sale of audience
access in the form of Commercial time.
Secondary revenue streams include;
DVD sales
Cable networks
Airlines & Cable television network outside Pakistan
Chapter # 1 " Broadcast Television"

The principal operating costs associated with
operating a network include personnel in a wide range of
specialized departments including
Program development
Production

The principal capital cost include;
Network operations
Engineering
Studio facilities
MCR, PCR
And other support functions like marketing, finance, IT,
sensor, Creative etc

Network Structure and Programming
Entertainment division is a most powerful group
as it control daytime and prime time
programming
Day time programming

Prime time programming

A News division is responsible for evening newscasts,
prime time
Magazine shows, the occasional special, weekend
special

The Sports division is responsible for much of the
weekend daytime schedule and for special sporting
events such as the IPL, T20 world cup, Snooker
championship etc

An Advertising Sales group is responsible for all
network ad sales
Marketing mostly refers to promotions, campaigns and
sometimes into research programming.
Technology and engineering
Services group such as finance , law, HR

Cost, Revenues and Markets
Capping:
Commercial time/ hr.
For instance out of 60 minutes, 40 mins for programs
and 20 mins for commercial
Promotional spots:
Include program promos, teasers & channel ID’s

TV week reported sales per 30
second advertising spot in the range
of $70,000 for CBS’s JAG,
$138,000 for NBC Fear Factor,
$600,000 for American Idol
Above rates do not apply on special
events/special presentations/special
placements

Type Time Type
Scrolls 10 s Time band
Logos 10 s Day branding
Segments Geo Mausam, Bot,
Dunya, Style etc
Event branding
Opening bumper Before program
title

Television Markets
Markets are ranked by the total number of households with
television sets that can generally receive broadcasts from a principal
broadcasters.
Nowadays television households define themselves as cable
households
Media marketplace, size of local market, national and global reach
all these parameters are important for media buyer & syndicators

Structure of Television Station
GM, he/she oversees day to day operations. The most important
aspect of the job is ensuring revenue growth while protecting the
stations valuable assets.
Responsibility for revenue growth is related to the success of the
news operation & to the savvy scheduling of syndicated programs
that fill gaps in the daytime schedule.
Today’s choice of programs has been made at the group level,
leaving the local manager with a decision only about when the
programs will be scheduled

Sales department, manages the stations commercial inventory &
sells local spots.
Often responsible for the Traffic department which prepares the
commercial log; the log indicates to MASTER CONTROL which
commercials and programs to play and when to play them and tells
the billing department how to invoice advertisers.
Research (Audience measurement) & Special events are often
part of the sales department as well

Sales department forward logs to Billing department to invoice
advertisers
Sales department receive logs from MCR
Master Control Room Play commercials & programs
Master Control Room Log receives from Traffic dept
TRAFFIC DEPARTMENT
Traffic department Prepares commercial log

Creative Service department, often guided
by the station group’s agenda, shapes and promotes the
station as a consumer brand
it handles on air promotion, promos, teasers, public
relations, newspaper ads, billboards

Programming department, functions are largely related to
scheduling some selection of syndicated programs to fill time slots
and often responsible for the creation of new programs. Planning of
Fixed point Chart are the responsibility of PD
Production department, sometimes part of the programming which
may employ producers and directors, produces program for local
advertisers and schedule the use of studio and editing facilities.

Engineering department, supervises the station’s technical and
maintenance staff, runs the studio, control rooms, master control
room, satellite systems, maintenance , repair and operations and
transmission facilities.

Important Points to Know
Each of these departments has its own managers, assistant managers,
senior manager, directors or vice presidents – titles are determined by
the policies of the individual station
News is the biggest cost item and also the largest revenue producer.
The average cost of news is approximately 20 to 25 % of the total
operating budget.

Stations can lower the cost of programming by bartering their air time.
Some of them sell their hours to religious or some infomercial
promoters like on Indus News there was a time when the promotion of
SUANA BELT and TELEBRANDS were aired during the day time
Sales people who generate revenue are paid base salary and earn a
15 to 20 % commission on sales

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