MCM601 Handouts

Media Management

MCM601

Table of Contents: Page no.

Lesson 1 Introduction to Management 2-8

Lesson 2 Media Strategy 9-11

Lesson 3 Functions of Media Management in Advertising 12-17

Lesson 4 Media Ethics 18-20

Lesson 5 Media Bias 21-27

Lesson 6 Media Technology 28-32

Lesson 7 Types of Mass Media 33-41

Lesson 8 PEMRA(Pakistan Electronic Media Regulatory Authority) 42-49

Lesson 9 Television Broadcasting 50-60

Lesson 10 Print Media Management 61-71

Lesson 11 Radio Broadcasting 72-82

Lesson 12 The Media as Business 83-89

Lesson 13 Lesson 13 90-93

Lesson 14 94-101

Lesson 15 Media Influence 102-112

LESSON 01 INTRODUCTION OF MEDIA MANAGEMENT

In communication, media is the storage and transmission tool used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose.

Mass media

(1) Materials that hold data in any form or that allow data to pass through them, including paper, transparencies, multipart forms, hard, floppy and optical discs, magnetic tape, wire, cable and fiber. Media is the plural of "medium." (2) Any form of information, including music and movies. (3) The trade press (magazines, newspapers, etc.)

Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines, although mass media was present centuries before the term became common. The term public media has a similar meaning: it is the sum of the public mass distributors of news and entertainment across mediums such as newspapers, television, radio, broadcasting, which require union membership in large markets The concept of mass media is complicated in some internet media as now individuals have a means of potential exposure on a scale comparable to what was previously restricted to select group of mass media producers. These internet media can include television, personal web pages, pod casts.

The communications audience has been viewed by some commentators as forming a mass society with special characteristics, notably atomization or lack of social connections, which render it especially susceptible to the influence of modern mass-media techniques such as advertising and propaganda. The term "MSM" or "mainstream media" has been widely used in the blogosphere in discussion of the mass media and media bias.

History

Newspapers developed around from 1612, with the first example in English in 1620 but they took until the nineteenth century to reach a mass-audience directly. The first dated printed book known is the " Diamond Sutra", printed in China in 868 AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literacy to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400. Types of drama in numerous cultures were probably the first mass-media, going back into the Ancient World. During the 20th century, the growth of mass media was driven by technology that allowed the massive duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time.

Mass media had the economics of linear replication: a single work could make money proportional to the number of copies sold, and as volumes went up, units costs went down, increasing profit margins further. Vast fortunes were to be made in mass media. In a democratic society, independent media serve to educate the public/electorate about issues regarding government and corporate entities.

Journalism

In journalism, a story refers to a single article, news item or feature. A story is usually relevant to a single event, issue, theme, or profile of a person. Stories are usually inspired through news pegs (the central premise of the story). Journalism is a discipline of collecting, analyzing, verifying, and presenting information regarding current events, trends, issues and people. Those who practice journalism are known as journalists.

Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public is the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image. Examples include: Corporations use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market.

Forms

Electronic media and print media include: Broadcasting, in the narrow sense, for radio and television. Various types of discs or tape. In the 20th century, these were mainly used for music. Video and computer uses followed. Film, most often used for entertainment, but also for documentaries. Internet, which has many uses and presents both opportunities and challenges. Blogs and pod casts, such as news, music, pre-recorded speech and video) Publishing, in the narrow sense, meaning on paper, mainly via books, magazines, and newspapers.

Audio recording and reproduction

Sound recording and reproduction is the electrical or mechanical re-creation and/or amplification of sound, often as music. This involves the use of audio equipment such as microphones, recording devices and loudspeakers.

Broadcasting

Television and radio programs are distributed through radio broadcasting over frequency bands that are highly regulated by the Federal Communications Commission. Such regulation includes determination of the width of the bands, range, licencing, types of receivers and transmitters used, and acceptable content. Cable programs are often broadcast simultaneously with radio and television programs, but have a more limited audience. By coding signals and having decoding equipment in homes, cable also enables subscription-based channels and pay-per-view services. Broadcasting is the distribution of audio and/or video signals (programs) to a number of recipients ("listeners" or "viewers") that belong to a large group. This group may be the public in general, or a relatively large audience within the public.

Film

Film is a term that encompasses motion pictures as individual projects, as well as the field in general. The origin of the name comes from the fact that photographic film (also called film stock) has historically been the primary medium for recording and displaying motion pictures. Many other terms exist — motion pictures (or just pictures or "picture"), the silver screen, photoplays, the cinema, picture shows, flicks — and commonly movies.

Internet

Toward the end of the 20th century, the advent of the World Wide Web marked the first era in which any individual could have a means of exposure on a scale comparable to that of mass media. For the first time, anyone with a web site can address a global audience, although serving to high levels of web traffic is still relatively expensive. The Internet (also known simply as "the Net" or "the Web") can be briefly understood as "a network of networks". Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks,