Masters Theses

Date of Award

6-1981

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Paul G. Ashdown

Committee Members

Herbert H. Howard

Abstract

When television news programs began in 1948, some station managers considered them a nuisance required by the Federal Communications Commission to help "serve the public interest."

Today, however, increased interest from viewers and advertisers has made local television news profitable.

Interest in promoting the news to the viewing audience has increased along with profit potential and competition.

An important consideration is the selection of the proper media vehicle, or outlet, to carry the message. But stations sometimes are unaware of components they should consider.

This study identifies and describes components used in selecting media vehicles for local television news promotion. A telephone census of promotion managers of all sixteen network-affiliated commercial television stations in Tennessee was conducted.

The study revealed that components most used by respondents are demographic and geographic characteristics, absolute and relative cost, penetration, continuity, circulation, exposure, frequency, editorial environment, need, goal, theme, newscast factors, production factors and talent.

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