Media Management Manual: A Handbook for Television and Radio Practitioners in Countries-In-Transition
Key Guidance
New Delhi: UNESCO (2009), 138 pp.
ISBN 978-81-89218-31-7
"[...] upon the request of a great number of developing countries media managers UNESCO has initiated this handbook. The manual is designed with a specific focus on Public Service Broadcasting, but it could be used by every interested individual or media practitioner. It’s a straightforward guide that can help make a broadcaster’s programming more vibrant and engaging. It also offers advice to media executives on how to refine their management structures and practices, to keep their companies operating smoothly. What’s more, it provides practical tips on how to create sustain able financial plans which will help propel public service broadcasters into the future. We believe that this reference book can enhance both the economic and the civic competence of journalists and broadcasters. We hope that it will promote a free and pluralistic journalism and assist broadcasters’ companies in becoming more independent and sustainable; both of which are fundamental for modern democratic societies." (Foreword, page 6)
1 What’s the media game? 9
2 What are the media for? 12
3 Media legislation, regulation and governance, 18
4 Management structures and organisation, 31
5 Strategic planning and financial management, 46
6 Programme planning and production, 59
7 Resource planning and resource management, 70
8 Editorial management, 76
9 Managing people, 84
Conclusion, 89
APPENDICES
A A code of editorial principles and practice, 90
B A line-management structure for a typical broadcasting organisation, 98
C A plan for restructuring a broadcasting organisation, 100
D A glossary of financial terms, 105
E A guide to allocating overhead costs to budget centres, 106
F A guide to the financial aspects of a business plan, 108
G A matrix for a risk-management strategy, 114
H An outline format for a programme proposal, 116
I An outline format for a programme budget, 118
J An outline format for a resources booking form, 120
K An outline format for a management information system report, 122
L A checklist for programme review of a news-magazine format, 124
M A form for the authorisation of covert recording, 125
N A format for a job description, 126
O A format for an appraisal and career-development form, 128
CASE STUDIES
Case-History 1: How enforced radical change transformed a strategic plan, 130
Case-History 2: How alternative thinking made a successful series possible, 134
Case-History 3: How television and radio can work in partnership, 136
Case-History 4: How investigative reporting served the public interest, 137
2 What are the media for? 12
3 Media legislation, regulation and governance, 18
4 Management structures and organisation, 31
5 Strategic planning and financial management, 46
6 Programme planning and production, 59
7 Resource planning and resource management, 70
8 Editorial management, 76
9 Managing people, 84
Conclusion, 89
APPENDICES
A A code of editorial principles and practice, 90
B A line-management structure for a typical broadcasting organisation, 98
C A plan for restructuring a broadcasting organisation, 100
D A glossary of financial terms, 105
E A guide to allocating overhead costs to budget centres, 106
F A guide to the financial aspects of a business plan, 108
G A matrix for a risk-management strategy, 114
H An outline format for a programme proposal, 116
I An outline format for a programme budget, 118
J An outline format for a resources booking form, 120
K An outline format for a management information system report, 122
L A checklist for programme review of a news-magazine format, 124
M A form for the authorisation of covert recording, 125
N A format for a job description, 126
O A format for an appraisal and career-development form, 128
CASE STUDIES
Case-History 1: How enforced radical change transformed a strategic plan, 130
Case-History 2: How alternative thinking made a successful series possible, 134
Case-History 3: How television and radio can work in partnership, 136
Case-History 4: How investigative reporting served the public interest, 137
