Broadcasting Management

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.