Enter the US media and broadcasting industry

Author: Zhong Haifan
Publisher:
Publish Date: 2003-04-01
Features: From February 2001 to February 2002, the author served as a visiting scholar in the U.S. New York City for a year of study and research. During this period, the author visited well-known media institutions such as CBS, ABC, NBC, Time Warner Cable, the New York City Department of Information Technology and Telecommunications, the New York City Mayor's Office for Film, Theater, and Broadcasting, etc. With numerous questions and doubts, the author engaged with many experts and media professionals and reviewed a vast amount of relevant materials. This book provides valuable reference materials for China's current media and television reform. With the development of economic globalization and technological integration, China's media and television industry is facing internal and external pressures, requiring significant reforms in management systems and effective breakthroughs in industry development. The book "Exploring U.S. Media and Television" not only helps management personnel and media professionals gain an intuitive understanding of the new trends in the U.S. media and television industry but also offers many actionable insights for reference. For example, the FCC's technical guidelines and supervision for radio and television stations, New York City's management of cable television, the structure and operations of large media groups, media financial management, and advertising operations, etc.
Author Bio: Zhong Haifan was born in Guangdong in 1957 and holds a master's degree in modern literature from South China Normal University. He has published a collection of literary and cultural critiques titled The Sky of Humanities. Currently employed at the Shenzhen Municipal Propaganda Department, he has long been concerned with the development and reform of domestic and international news media. From February 2001 to February 2002, he studied and worked in the United States as a visiting scholar at New York City University, researching the current state, macro-management, and market operations of the U.S. New York media and television industry.
Table of Contents:
Chapter 1: The Media and Television Industry: Half of the U.S. Information Industry
Chapter 2: Wireless Television: The World of Networks
Chapter 3: Cable Television: Up in the Sky and Down on Earth
Chapter 4: Direct Broadcast Satellite Television: The Rising Force
Chapter 5: Radio Industry: Stable Development
Chapter 6: High-Tech Development
Chapter 7: Media Moguls: Building "Media Carriers" and "Indigestion Syndrome"
Chapter 8: Macro-Management of U.S. Media and Television
Chapter 9: How New York City Manages Cable Television
Chapter 10: Market and Game Rules
Chapter 11: Large Media Companies and Core Departments of Media
Chapter 12: Media Program Management
Chapter 13: What Matters Most is Branding
Chapter 14: Media Financial Management
Chapter 15: Media Advertising Operations
Chapter 16: Media Human Resource Management and Employment Relations
Chapter 17: Media Audience Analysis
Chapter 18: Several Implications of U.S. Media and Television for China's Media Reform