【正文】 cly listed panies. 27 WANG Hong, TV Dept. CUC Fundamentals of Media Management The Unique Characteristics of Media Firms 28 WANG Hong, TV Dept. CUC Fundamentals of Media Management The Unique Characteristics of Media Firms ?Nature of the product ?Types of Employees ?Special anizational factors in media panies ?Media’ s unique role in society ?Blurring of lines between traditional media 29 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?Nature of the product Most media firms produce a perishable modity – information once a message reaches its audience it loses much of its value. Effectiveness, timeliness, and perishablility are closely intertwined. 30 WANG Hong, TV Dept. CUC Fundamentals of Media Management Implications: ?Media panies must produce a new product during every production cycle. nonmedia: any changes between cycle are usually made in the packaging of the product, not content. media: the packaging remains the same, but the content of the product must be developed from scratch. ?It creates enormous deadline pressure, which demands a highly coordinated workflow. ?It requires constant creativity and innovation on the part of media workers. 31 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?Types of Employees The nature of an information product demands that: the staff should be educated, professional, extremely hard working, and, in many cases, very creative. Mostly they do not work at workplace under the supervision of managers. Message development is not a repetitive process, so experienced professionals cannot teach new workers exactly how to write a story or create an advertisement. Many media employees view themselves as members of a profession, not as workers for their employer. 32 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?Special anizational factors in media panies A flexible, horizontal structure is more suitable to media firms than the traditional, rigid, vertical hierarchy. ?The structure must acplish two somewhat contradictory objectives: 1. producing media products in an orderly fashion so crucial production deadlines can be met, 2. producing media products containing fresh, innovative, informative, highquality messages. 33 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?Media’ s unique role in society Watchdogs and interpreters of public issues and events Many statutes are directed at the media: copyright, libel, slander, defamation, shield, and privacy. 34 WANG Hong, TV Dept. CUC Fundamentals of Media Management Results brought by the unique role Information panies are far more visible than most businesses. More attention is given to the mistakes of the media. More status brought by the anization which is granted a powerful and unique role in this society by the environment. In the informationbased society, the media have a disproportionate, particularly visible, and often influential role. 35 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?Blurring of lines between traditional media A media pany is today more a pany which operates in different media sectors at the same time. ? Media convergence 36 WANG Hong, TV Dept. CUC Fundamentals of Media Management Basic concepts and models in management 37 WANG Hong, TV Dept. CUC Fundamentals of Media Management Definition: Value Chain A value chain is a chain of activities. Products pass through all activities of the chain in order and at each activity the product gains some value. The chain of activities gives the products more added value than the sum of added values of all activities. 38 WANG Hong, TV Dept. CUC Fundamentals of Media Management 39 WANG Hong, TV Dept. CUC Fundamentals of Media Management ?It is important not to mix the concept of the value chain with the costs occurring throughout the activities. Case: A diamond cutter can be used as an example of the difference. The cutting activity may have a low cost, but the activity adds much of the value to the end product, since a rough diamond is significantly less valuable than a cut diamond. 40 WANG Hong, TV Dept. CUC Fundamentals of Media Management Infrastructure Programmer Major Value Points – strategic planning, innovative management, customer information system, and finance Service Provider Major Value Points – strategic planning, innovative management, flatter CSR structure, finance, government relations, Emerce arrangement Human Resources Management Programmer Major Value Points – incentives to encourage creativity Service Provider Major Value Points – general personnel management, integrated personnel Technological Development Programmer Major Value Points – technologies that enable differentiation and multiplatform presentations Service Provider Major Value Points – consumercentered, integrated product development Procurement Programmer Major Value Points – access to creative talents, agents, and contents Service Provider Major Value Points – access to valuable, branded content and content enhancement technologies Inbound Logistics Programmer Major V a l u e P o i n t s – efficiency and cost control (minimal) S e r v i c e P r o v i d e r Major Value Points – efficiency and cost control (minimal) Operations Programmer Major Value Points – content selection and sch edu lin g, rap id content customization to specific customer needs Service Provider Major Value Points – packaging bundling, and eproduct transformation Outbound Logistics Programmer Major Value Points – efficiency and cost control (minimal) Service Provider Major Value Points – consumerc