Introduction to Broadcasting
Seymour Barros Sanchez
“The Medium is the Message”
Marshall McLuhan in his book “Understanding Media: The
Extension of Man” stated that the medium of communication –
whether human voice, printed page, electronic impulses, or
visuals – influences the message, the sender, the audience,
and the impact of mass communication to society.
Characteristics of Broadcast Media
Low-cost, rapid, and multiplicative
Organizational source of messages
Potentially large and varied audience
Role in governance
Strengths of Radio
Can reach both Fastest means of Can use batteries, Live broadcasting at Production is relatively
literate and illiterate transmitting news and useful in areas without the site of a news inexpensive
audiences other information electricity event is easy
Weaknesses of Radio
Relies mainly on sound
Not useful for teaching people how to do
something that requires demonstration
Cannot deliver complete information
Subject to atmospheric interference
Listeners who do not hear or understand message
clearly cannot interact
Highly perishable
No need for formal education to understand TV messages
Allows show-and-tell
People can see and hear role models on TV
Strengths of Television
Weaknesses of
Television
Not available in all areas of the country
Expensive for some people
Production cost is expensive than radio and print
Listeners who do not hear and see cannot
interact
How a Broadcast Station Operates
In principle, the broadcast station, unlike the print media,
gives its products away.
Anyone with radio or television can listen/watch hour
after hour of programs free of charge.
The station, of course, must earn money to cover its high
cost of operation and return a profit through
advertisements and selling airtime.
How a Broadcast Station Operates
As a general rule, those people who have The broadcast managers must be socially
accepted management responsibilities in responsible from planning to implementation of
broadcasting have to work hard for their success. their programs.
The general manager
Heads of a The chief engineer
The program director
Broadcast Station The news director
The sales manager
Broadcast Planning
ESTABLISHMENT DETERMINING IDENTIFYING EXECUTING MAINTAINING
OF OBJECTIVES PRIORITY RESOURCES ACTION CONTROL
PROGRAMS
Objective, Strategy, and Tactics
AN OBJECTIVE IS SIMPLY A A STRATEGY IS THE MEANS TACTICS ARE THE SPECIFIC, DETAILED
STATEMENT OF THE TASK ONE WISHES PRESCRIBED FOR ATTAINING THE ACTIVITIES REQUIRED FOR
TO ACCOMPLISH. OBJECTIVE. IMPLEMENTATION OF THE STRATEGY.
Components of a Broadcast Plan
Target Overall
Background Statement of
audience Strategy scheduling
information objectives
definition considerations
Broadcast Qualities
EASE OF DELIVERY OF CONTINUOUS DAY-AND- EASE OF AUDIENCE CAPACITY OF BROADCAST POTENTIALS
RADIO AND TV NIGHT AVAILABILITY OF ACCESS BROADCAST FOR FOR SOCIAL EFFECTS
MATERIALS TO BROADCAST PROGRAM REALISM
AUDIENCES SERVICES
Broadcast Strategies
01 02 03 04 05
Compatibility – Habit formation – Control of Conservation of Mass appeal
studying the strict audience flow program
lifestyles of predictability of resources
listeners and scheduling
viewers programs
Broadcast Program
Appeals
Conflict
Ego-involvement
Sex
Self-preservation
Recognition
Curiosity
Escape
Format is defined as the general structural classification to
which a given program belongs.
Two (2) general types of broadcast programs
Dramatic
Non-dramatic
Broadcast Program Formats
Commercial vs. Non-commercial
Commercial stations use broadcast facilities for advertising
purposes, and exists primarily as a business enterprise whose
success is measured by the amount of revenue/income it
earns.
Non-commercial stations’ activities must be found in a
reason other than the profit motive
Government
Colleges and Universities
Religious Groups
Five Major Departments
Managerial Engineering Programming Sales Traffic
Revenues of Broadcasting
Network Advertising
Spot Advertising
Sponsorship
Spot Announcements
