Search for contacts, projects,
courses and publications

Broadcasting Management


Donelli M.

Course director


Notwithstanding the dramatic changes in media consumption brought about by the digital revolution, TV remains the only medium capable of drawing together wide audiences with a single program in a given time-slot.

Gaining a proper understanding of how TV works is thus essential for anyone willing to study and/or work in the media business.

This course offers a behind-the-scenes perspective on the broadcasting business, in its double dimension of free to air and pay TV.

It focuses on the various processes whereby a TV program goes on air: the concept; the market research; the appointment of the TV director and the choice of the stars; the strategy and tactics to plan the program schedule; the activities of the press office; the promotion campaigns.

It further analyses the organizational complexity of TV broadcasting companies in the competitive context of a market where business models, technology and regulations constantly change, covering in particular: the role of channel and network managers; the structure and tasks of the advertising department; the buy-make models; the star system management.

The course also provides key tools for understanding and managing correctly audience response through analysis of television ratings, viewing behaviors and socio-demographic profiles. Finally, it provides an overview of the legal regulations that affect broadcasting world-wide.