"Divided into three sections, the first part tackles ways to maximize income, discussing the various income streams (advertising, sponsorships, spots, product placement, etc.). This section then analyses factors that influence revenue: marketing, brand building, advertising, etc., offering valuable solutions to the commonest of predicaments a channel may face. The second section, corporate planning, explains the importance of refining vision and mission using charts, marketing plans and an in-depth look at budgeting. Lastly, controlling costs is examined from many angles with samples of a production budget summary and a detailed production cost sheet. While this is in itself a classic manual for financial success in broadcasting, the handbook also contains two more articles, covering the same range of issues from three other perspectives while probing other areas of concern and suggesting field tested approaches to face existing challenges. This work is a down to earth handbook for survival under all conditions and a mantra for success." (Foreword)