CHAPTER 4
Management, Research, and Budgeting in Promotion
Michael O. Wirth and Ronald J. Rizzuto
Organizational structures in broadcasting and cable are quite inconsistent from company to company. Responsibilities in stations, networks, and systems depend on such factors as corporate policy, tradition, size, income, mission, and management style. Over time, there has been an increasing shift toward a marketing perspective for four main reasons:
1. Greatly increased competition for audience attention, as the number of channels proliferate and audiences fragment
2. More and more costly investments in programming
3. Rising importance for Internet strategies
4. Increased concern by government regulators (e.g., the FCC) with indecency, lotteries, ...
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