Masters Theses

Date of Award

5-1992

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Barbara Moore

Committee Members

Ronald E. Taylor

Abstract

The expanded television universe of the 1990's continues to create increased competition for advertising dollars, forcing sales departments at stations nationwide to step up local sales efforts. As a result, creative services and production departments must shoulder a greater responsibility for a variety of commercial production. A telephone survey was conducted to examine the impact of a stronger local sales push on production. Fifty-four respondents representing creative services/production from affiliates of the Big Three networks were surveyed. Market rankings ranged from #1 (New York) to #212 (Alpena, MI) to allow for competitive factors related to market size. Commercial production was on the increase at the majority of stations surveyed. This production included traditional thirty-second commercials, numerous "value-added" sales vehicles designed specifically for sponsorship, and a variety of sales presentations. This increase in commercial production often created a sort of internal competition--a heavier workload on existing personnel, equipment and production time. At several stations, external competition from other production sources in the market created another problem--undervalued production. This information provides a basis from which to compare a station's commercial production capabilities. Station management must re-assess these capabilities to meet the challenges of increased competition.

Download
Files over 3MB may be slow to open. For best results, right-click and select "save as..."

Share

COinS