USC School of Cinematic Arts
Syllabus
TV Station Management
CTPR 461 /Section 1856 R SCA 363
Wednesday 6:30-9:30 PM
Fall 2010
Instructor: Dick Block /310 452 3355 /
TA: TBA
Office Hours: Tue and Wed 4-6 (by appointment only) Materials will be distributed in class as hard copy, via the Internet or posted on
Blackboard There is no text.
READING & SCREENING
• Assignments from tvnewscheck.com, primarily an aggregator of items from
• trade and general press sources, and other sources as assigned.
• Case Study, Northwestern University
• DVD: Student Career Workshop, University of Miami, March 27, 2010.
• “Guide to Careers in Television,” NAB (National Association of Broadcasters)
• TV Broadcasting Lexicon (TVBL)
• Key events in the development of mass electronic media in the U.S.
• Note: Please use email to submit assignments.
CLASS OBJECTIVE & BACKGROUND
The objective is to understand and learn about the TV station business from the perspective of a station general manager. Such a person may be a lawyer, MBA, owner, or risen from news, sales or finance; however, to succeed they must be capable of being a generalist, along with a myriad of skills such as leadership, vision, motivation, competitiveness, and protection of the federally issued license.
The course divides the class with a guest speaker, currently working in the medium, taking half the time and the other time devoted to class discussion
Times are dependent on the speakers’ availability. There will be a field trip to a commercial TV station. Broadcasters must be on time, so that students are requested to honor that tradition.
The background of the course is a recessionary but brightening landscape where exponential increases in competition for TV broadcasting have resulted in diminished viewer levels, loss and cutbacks of traditional revenue sources, and some staff reductions. At the same time, some departments, such as sales and Internet are adding personnel; moreover, investments have and continue to be made for multiple sub-channels, mobile platforms, he Web, and 3D.
The Television Bureau of Advertising (TVB) notes that High Definition [digitally enabled] continues to fuel viewer satisfaction…and is a home run for the consumer.” So, the time is ripe for innovation, reinvention and discovery of new ways to resonate with the public.
Recently, David Carr in The New York Times wrote, “At a time of ever atomizing audiences, broadcast television’s slice may be smaller, but it is still the biggest slice.” Carr went on to say that contrary to the argument that the medium is being overwhelmed by targeted and measurable ads on the Web, “Apple, probably the most talented marketing company on the planet,” and the movie industry which is having a big year ”are all over network television.”
In other words, broadcast TV with its Super Bowls and American Idols, continues to be the one mass medium.
As Mark Twain said when his obituary was published in error. “The report of my death was an exaggeration. “ And so it goes for TV broadcasting.
Standard Assignment (Due prior to the start of the next class.) (1) In about 100 words, please report on last week’s speaker; (2) Select and report briefly on three of the news items emailed to you by Sunday, There is no wrong or right pick as all will be relevant to current issues and long term importance.
Schedule
Week 1: August 25th 6:30-8:00. Review Syllabus, Example of standard assignment;, TVBL 4--News
8:00-9:30 Guest Speaker: Andy Adler, Anchor and Reporter, KNBC Ch 4 Los Angeles.
STANDARD ASSIGNMENT
Week 2: September 1st 6:30-8:00 Review last week’s speaker and Industry news , TVBL--8 Sales, NAB Station Org Chart
6:30-800 Guest Speaker: Anna Ruiz, Local Sales Manager, KNBC Ch 4 Los Angeles.
STANDARD ASSIGNMENT
Week 3: September 8th 6:30-8:00: Guest Speakers from KERO (ABC) Bakersfield : Steve McEvoy, VP-GM, Todd Karli, News Director, and Steve Taylor, Creative & Operations Director.
8:00-9:30 Discussion of last week’s speaker and news items; Nielsen Local People Meter ratings (Handout);
STANDARD ASSIGNMENT
Week 4: September 15th
6:30-8:00 Review last speaker and industry news, TVBL-1 Associations, 4-News
8:00-9:30 PM Guest Speaker: Chris Archer, News Consultant, SmithGeiger.
STANDARD ASSIGNMENT
Week 5: September 22nd
6:30-8:00 (Via Skype) Guest Speaker: Dan Brenner, Partner, Hogan Lovells, Attorneys at Law, Washington DC
8:00-9:30 Discussion last week’s and this week’s speaker; TV Station Economic Model. L.A.Market Stats, TVBL-8 Stations.
ASSIGNMENT: Due by 6:30 PM September 29th.DVD: Miami Student Career Workshop, March 27, 2010: View and briefly write-up first five panelists (Barros, Benitez, Game, Kontzamanys. and Layne, plus News interview. End at apx. 1’14. OK to fast-forward through introductions until first panelist.
Week 6: September 29th
7:00 Fieldtrip: KTLA, CW 5, Tribune Broadcasting, 5800 Sunset Blvd, 323 460 5500. Host: John Moczulsky, VP/Station Manager. DRIVING NOTE: Surface streets at this time of day are strong recommended. The station is about 9 miles from the SCA building. North (RIGHT) on Vermont to west (LEFT) on Sunset is the preferred route. Then South (LEFT) at Van Ness to enter the parking lot. Landmark: An old radio tower with “KTLA” on it.
ASSIGNMENT: DVD: Miami Student Career Workshop: Due by 6:30 PM October 6th: Complete viewing and write-up last four panelists and Q&A session.
Week 7: October 6th
6:30-8:00 (Via Skype) Guest Speaker: Joe Garbarino, Creative Director, Digital Projects, Sinclair Broadcast Group, Minneapolis MN
8:00-9:30 Discussion Miami Workshop, KTLA Fieldtrip, Tonight’s speaker, and Midterm Preview.
Week 8: October 13th
6:30 -800 Kevin Frazier, Anchor and Reporter, “Entertainment Tonight.”
8:00-9:30 Midterm.
ASSIGNMNT: Read and write a report on: “The Price of Owning The Market: WXII, A Case Study.”
Week 9 October 20th
6:30-8:00 (Via Skype) Guest Speaker: Hank Price, President & GM. WXII (NBC) Winston-Salem Greensboro-High Point NC DMA 46, 691,380 TVHH 0.602 % USTVHH
8:00-9:30 Discussion: WXII, TVBL-6-Research, 9-Technical.
STANDARD ASSIGNME.
Week 10: October 27th
6:30-8:00 Discussion: Industry news, TVBL-1-Associations, 3-Cable & ADS
8:00-9:30 Guest Speaker: Russ Myerson, EVP, CW 100+ Station Group.
STANDARD ASSIGNMENT
Week 11 November 3rd
6:30-8:00 Discussion: Last week’s speaker, Industry News,, TVBL-5 Programming
8:00-9:30 Guest Speaker: Steve Mauldin, VP/GM, KCAL/KCBS Los Angeles
STANDARD ASSIGNMENT
Week 12 November 10th
6:30-8:00 Discussion: Last week’s speaker, Industry News, TVBL # 4 News
8:00-930 Guest Speaker: Dave Mumford, EVP, Sony Pictures TV.
STANDARD ASSIGNMENT
Week 13 November 17th
6:30-8:00 Discussion: Last week’s speaker, Industry News,
8:00-9:30 Margaret Loesch, President & CEO, THE HUB (New children’s cable channel.)
ASSIGNMENT: History of TV & Broadcasting in the US.”-Explain why you picked ten events as the most important in the development of TV broadcasting.
Week 14 November 21st
12:00-1:30 Discussion: Last week’s speaker, Industry news, History of TV & Broadcasting in the US.”
STANDARD ASSIGNMENT
Week 15 December 1st
630-8:00 Guest Speaker Al Jerome, President & CEO, KCET (PBS) Los Angeles
8:00-930—Discussion industry news and final examination.
Week 16 December 8th
7:00-9:00 Final Examination
GRADING.
Weekly Assignments: 30%
Class Participation: 20%
Midterm 20%
Final 30%
Grading
A 91-100% B 82-90. C71-81.D 62-70.F 61
NOTE: Registered students will receives a bound version of this syllabus along with a Lexicon of Broadcast Terminology and Short History of Broadcasting in the US.
STUDENTS WITH DISABILITIES: Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure that the letter is delivered to the Professor as early in the semester as possible. DSP is located in STU 301 and is open 8:30 am-5:00 pm, Monday through Friday. The phone number for DSP is (213) 740-0776
DB 070910