http://idea.library.drexel.edu/handle/1860/3667 Search the Channel search http://idea.library.drexel.edu/simple-search http://idea.library.drexel.edu/handle/1860/4028 Title: Commercialization of state-owned broadcast networks in China: a case study on the operation of Beijing Renmin Radio Station <br/> <br/>Authors: Zhang, Yan <br/> <br/>Abstract: The purpose of the study is to explore how Chinese government-owned media outlets have evolved from simply being public service providers into commercialized broadcast networks with audience-oriented programming contents. One key question to be answered is if the Beijing Renmin Radio Station in the case study managed to fulfill its obligation as a public service provider while also generating revenue as a commercial property. The study is conducted inside the Beijing Renmin Radio Station, a leading radio network in the capital of China. The research focuses on the station’s strategic adjustments in finding the balance between the Communist Party’s “eyes and ears” and entertaining the general public. Interviews and participant observations in the station are used to collect qualitative data while industry, financial, and rating reports serve as the resources of quantitative data. Overall, the goal of the on-site research is to explore the correlation between cross-platform production flow and operational revenue of the Radio Station in a commercialized environment. With information that covers content production, program renewal, profit generation and audience interaction process in Beijing Renmin Radio Station, the research demonstrates how a typical public broadcasting entity in China has evolved in terms of profit maximization. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Fri, 28 Sep 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/4010 Title: Financial analysis of broadcast TV programming <br/> <br/>Authors: Zannier Acha, Alejandra M. <br/> <br/>Abstract: With a landscape of vertically integrated media conglomerates and new distribution windows constantly emerging, a TV show can generate multiple revenue streams complicating the economics of television networks. The purpose of this study is to analyze the revenue sources that can be associated with a TV show and their impact on programming decisions. Through a combination of econometric models, statistical tests and financial analysis, the researcher studied the internal and external factors that influence the four main revenue streams of TV shows: advertising, syndication, home video and online platforms. In addition, the DVR and other time-shifting technologies were observed. The data analyzed suggested advertising rates are a function of ratings, total ad spending, TV gross ad revenue and GDP while syndication, home video and online downloads depend mainly on the genre of the show. The shows that consistently generated larger income across all windows were high rated comedies. The DVR appeared to have little to no influence in programming decisions, however new media technologies showed potential to change the way viewers experience television. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Thu, 28 Jun 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/4009 Title: The effects of prime time sub-branding in network television: an analysis of NBC’s “Must See TV” <br/> <br/>Authors: Yanak, Elizabeth A. <br/> <br/>Abstract: With the accelerated growth of niche branded cable networks and content providers, consumers are better able to find programming that fits their wants and demographic traits. For traditional broadcast television networks, it is crucial to explore innovative, yet consistent branding strategies to attract desired audiences not only to support their advertising-based revenue model, but also to stay competitive in a highly saturated television landscape. One branding strategy that has been explored in the past is the use of sub-brands for certain daypart blocks of programming. In order to understand a successful sub-branding strategy, this research examines NBC’s Thursday prime time sub-brand, Must See TV. A case study was conducted with both interviews and the collection of Nielsen ratings, which was organized using Excel to review the following research questions: 1. What were the core elements of the Must See TV brand? 2. What was Must See TV’s promotional strategy over its lifetime? 3. How did this daypart block fare with audiences and against competition? 4. Why did its success of Must See TV end? The results of this case study gave insight to the strengths and weaknesses of Must See TV. Ratings and Share averages revealed broadcast network audience comparisons from fall 1989 to summer 2007. Interviews with current and former NBC employees gave more clarity to the brand from a promotional standpoint, and observed industry publications showed how the brand was perceived outside of the network. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Sun, 29 Jul 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/4008 Title: The influence and effect of Spring Festival Gala Evening in China <br/> <br/>Authors: Xie, Yifeng <br/> <br/>Abstract: The purpose of this study is to measure the effects of the most significant program in China. The Spring Festival Gala Evening is representative of the Chinese television industry and its evolution demonstrates a trend for the future of media in China. This research used a case study to understand the background of the program and the advertising revenue it generates. A survey about the gala’s content and its meaning to the public was conducted to learn how to increase the ratings by improving content. During the past three decades, the cultural relevance of the gala as well as changing state ideology created a unique position for the show. Creativity and innovation are required for the show to develop. Event marketing can be a great way to keep and gain advertising revenue. To improve the quality of the advertising is also essential to attract clients and audiences. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Sun, 29 Jul 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/4007 Title: Feasibility study of marketing channels in the music industry <br/> <br/>Authors: Terry, Joseph Christopher <br/> <br/>Abstract: The Feasibility Study of Marketing Channels in the Music Industry examines the current relationship between recording artists, and the television networks as compared with the relationships that they once had with networks before the digital revolution and the resulting ability to have media at your fingertips. The concept of a record label signing an artist, producing a record and using television for promotional purposes to reach maximum exposure has essentially become an obsolete business model. The digital revolution provides opportunities for businesses looking to capitalize on the availability and user-friendly nature of new media, and this revolution also provides the artist with a relatively simpler and cost-effective way of distributing their work. Through an analysis of the onset of this new media revolution, this thesis will argue that the time is right for a new business model in the music industry. AJ Music Group, a music production and marketing company aimed at the production and distribution of pop music. The company’s strategy and approach within the entertainment industry could ultimately change the way artists pursue the promotional aspects of their career. Instead of making the traditional record label the business entity in charge of all career and creative decisions for the artists, AJ Music Group will approach an artist’s career from a different point of view. The “Tween” demographic, the age bracket of nine years old to sixteen years old, is a highly sought after demographic because it appears to be capable of producing a consistent revenue stream for companies. However, tweens notoriously move on quickly from one interest to the next and tend to have a shorter attention span than other demographics (Gerber, 2011). The new media revolution has done much to foster this demographics habits and tastes. In the current digital landscape, the black box, a term used to describe the vast distribution of media, has become an essential media tool. Users have the ability to listen to music, watch music videos and even create music from their cell phones, tablets and televisions. When it comes to the tween demographic, it is extremely important to appeal to this demographic through the use of new media. The AJ Music Group approach will be able to provide constant streaming updates and connections with the artist as well as allowing the user to listen to as much content as they desire in order to share it with their friends. This model will ultimately be the force behind the content eventually going viral which will be a means of giving the artist the exposure that they need to move their career forward. The AJ Music Group will have the vision and resources to work with an artist who wants and needs the control to determine how their career unfolds as they envision it allowing the artist to explore many different creative channels through new media. This strategy will allow for the company to explore many media outlets and strategies to foster for maximum exposure for the artist rather than being stuck in the traditional music industry promotions construct. From the artist’s viewpoint, this strategy will allow for the artist to work with experienced industry professionals using new ideas and innovation to gain an entire “pop star experience.” Artists who want to work with AJ Music Group will have the ability to record and write an original song, and create and star in their own music video. The artist will even be able to retain copyrights. This thesis analyzes the new media revolution and the struggle that artists go through to obtain their goals, and this analysis, will ultimately show that the approach that AJ Music Group will take with new media tools is an approach that is worth exploring for artists. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Wed, 29 Aug 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/4006 Title: How late-night talk shows utilize social media <br/> <br/>Authors: Genzer, Melissa S. <br/> <br/>Abstract: The purpose of the study was to expose the ways in which late-night talk shows utilize social media. The study included content analyses of Late Night with Jimmy Fallon and The Late Late Show with Craig Ferguson’s broadcasts and social media accounts (Facebook and Twitter). Mentions of Facebook and Twitter were accounted for during the broadcasts, and the content and type of Facebook post and tweet for their accounts were coded. Both shows’ broadcasts referenced social media, but did not verbally discuss their own social media accounts. The content of the social media updates referred mostly to past episodes, and the types of updates consisted of website links and the combination of website links and embedded content. <br/> <br/>Description: Thesis (MS, Television management)--Drexel University, 2012. Sun, 29 Jul 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/3958 Title: Characters Welcome: the brand that reinvented USA Network <br/> <br/>Authors: Toner, Allison Lynn <br/> <br/>Abstract: The television industry has clearly evolved from a time when the “Big Three” broadcast networks, NBC, ABC, and CBS dominated the tube. The “Big Three” were the only viewing options and each had their own unique style of programming. However, those golden days of television are in the past and today viewers have hundreds of channel options and different ways to watch, both broadcast and cable networks. Thus, the need for a network to differentiate itself from others has grown tremendously. One important way to achieve this is by creating a brand. For television networks, the primary purpose of a brand is define its identity and to help it stand out against competition. However, broadcast and cable networks take different approaches to branding. Cable brands are much more obvious. USA Network is a key example of a cable channel that has used branding successfully. In 2005, USA Network launched its Characters Welcome brand. In USA’s case, the brand is used in every aspect of the network, especially in the original programming. There is a unique symbiotic relationship between the Characters Welcome brand and the programming. Meaning that the three elements of the brand, (1) “Blue Sky,” (2) A slightly flawed but likeable central character who is best at his or her career, and (3) levity or touch of humor are incorporated into the original programming. Since this new brand was established, USA changed from a fledgling network into one that has received many industry accolades including becoming the number one cable network for six years running. Accordingly, this case study focuses on the growth of USA Network, its brand and original programming. It also tests the specific relationship between the Characters Welcome brand and the programming through observation of selected episodes of the two oldest series Psych and Burn Notice plus the two freshman series Necessary Roughness and Suits. Throughout the observation, the three elements of the Characters Welcome were searched for in the episodes. The findings of this case study shed some light on the relationship between USA’s brand and programming. Plus, if the network’s newest shows are consistent with the brand. Furthermore, the case study will provide USA Network’s plan for future programming and how it can attempt to keep the brand fresh. <br/> <br/>Description: Thesis (M.S., Media Arts and Design--Drexel University, 2012. Thu, 29 Mar 2012 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/3678 Title: A case study of China Multimedia Mobile Broadcasting (CMMB) <br/> <br/>Authors: Zhang, Dongchen <br/> <br/>Abstract: Beginning late in the 20th century, mobile broadcasting TV has been launched in many countries all over the world. Though it was expected to be one of the most promising technologies, each country still has its own situation, some are successful, and others are disappointing. Meanwhile, the mobile broadcasting TV is penetrating China rapidly because of the development of its special China Multimedia Mobile Broadcasting standard and network. The worldwide mobile broadcasting TV markets are active due to technology development, business models maturity, and competition is aggressive. The potential size and growth rate of the Chinese mobile TV market warrant examination of the wireless development in and outside of the country. Here, we study specifically this unique growing standard – CMMB, including the technology, the consumer demographics, and the business model. Sun, 29 May 2011 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/3677 Title: Interactive advertising for local news broadcasts: an exploration of potential <br/> <br/>Authors: Yarsinsky, Eric Shawn <br/> <br/>Abstract: This thesis will discuss various forms of interactive television including one-screen, two-screen and three-screen interactivity. Various formats of interactive advertisements will also be analyzed in terms of how they could be applied to local news broadcasts. As a conclusion, a sample interactive television application for use during local news broadcasts will be introduced. Sat, 29 Oct 2011 22:58:59 GMT http://idea.library.drexel.edu/handle/1860/3674 Title: Integrating Chinese culture into Sesame Street <br/> <br/>Authors: Wang, Shengrui <br/> <br/>Abstract: This thesis demonstrates a way to integrate Chinese culture into the American television program, Sesame Street. With increased exposure to the program elements and strategies suggested herein, American children will draw creative ideas from Chinese culture. A Sesame Street Chinese curriculum has been designed which uses selected cultural aspects of Chinese culture as content to address the instructional goals of Sesame Street. A new puppet called Beibei the Panda will act as a medium to teach American children about Chinese culture in an entertaining and interesting manner. From February to July 2010, I interned at the Global Production department of the Sesame Workshop, the non-profit organization that produces Sesame Street. The internship provided me with precious opportunities to test my thesis ideas with the Sesame professionals. Sun, 29 May 2011 22:58:59 GMT