11     Item selection and order

‘The finger that turns the dial rules the air.’


In the world of the media the consumer is king, and today’s audiences with remote control TV sets and radio tuners can pass judgement and verdict on a substandard programme or item in the time it takes to press a button. Greater choice and greater ease of making that choice have taken their toll on audience tolerance. Selection and comparison between broadcast news is now as easy as choosing a magazine at a news stand. More to the point, you can get the news you want, when you want it from the Internet. So more than ever the success of a programme depends on the producer’s ability to select the stories the audience wants to see ...

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