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Overview
The fifth edition of a classic text features important updates that reflect the enormous changes that have taken place in recent years - the Internet as an important information transmission format that is here to stay and convergence among media. This edition features thorough discussions on the Internet and convergence, as well as reflects the latest information on broadcast and cable regulations and policies. It also includes a fresh batch of case studies, and study questions. As in previous editions, this book also covers management theory, audience analysis, broadcast promotion, and marketing.Audience: Students in broadcast and media management; Managers in the broadcast/cable industry.
Synopsis
New edition, reflecting new regulations and policies since the Telecommunications Act of 1996
- New coverage of the Internet and World Wide Web and their impact on broadcasting
- Extensively updated to reflect the impact of the new digital technology
This book also covers such essential topics as management theory, audience analysis, broadcast promotion and marketing, and new broadcasting regulations.
Booknews
A textbook for electronic media students heading down the management road. Updated from the previous edition (no date noted) to account for the 1996 Telecommunications Act and the mergers of media giants. The authors, communication academics in midwestern universities, have given up trying to predict the future of the industry as a whole and instead suggest possible directions for each topic. Annotation c. Book News, Inc., Portland, OR (booknews.com)