Management assessment in the leading Lebanese broadcasting television stations. (c1995)

Abstract

Today the process of choosing a TV channel or a program rather than the other becomes critical. There have been numerous complaints from the audience about performance of the Lebanese television. With the increased number of TV stations and the lack of a concerned staff control7 programs are becoming chaotic in state. In an attempt to help reorganizing the media in Lebanon, the television represents a critical aspect of the media that most needs care. Assessing the management of the broadcasting TV stations in Lebanon may only be tested by the audience's feedback. Therefore, the purpose of this study is to determine the direct reasons leading the audience to watch a specific channel rather than the other. TV station policy and financial resources are crucial elements for success. These elements are developed by top management. All remaining elements are heavily effected by those two in order to achieve the policy of the institution. In addition, the background elements were age, gender, level of education, job status and area. 1 - eQ!ic_y_of a TV station is the variable that identifies the TV station. derived. It is the message from which all other variables are It represents the benchmark against which all other derived variables are to be tested. 11 - Financial Resources : The budget is the instrument that realizes the policy. Without abundant financial resources and wise budget allocation a TV station can not survive and accomplish its objectives. The budget is important because it initiates and stirs every single movement in the technical and operational processes. All the variables derived from the financial resources are for the purpose of accomplishing the institution's policy . The purpose of this study was to find out to what extent each TV station was a success in its mission; therefore, identifying the problems and constraints that prohibited the TV stations' managers from achieving their objectives. Problems 1. Low quantity and quality of local program. 2. Lack of control over flagrant scenes is highly associated with LBC and MTV televisions. 3. None of the Lebanese televisions succeeded in covering the whole Lebanese territory. 4. Viewing hours is at its maximum during the evening and at its minimum or sometimes negligible during the day. 5. High frequency of commercials with weak organization of their display results in three problems : a. Schedule inaccuracy b. Long commercial display c. Bad paragraph interrupt 6. TV news represents a point of view· 7. Presenters, except with LBC, do not have the required qualifications. 8. Except with FTV and somehow LBC, technical control over the programs is not applied. 9. Audiovisual effects are not fully or successfully used by most TV stations, mainly NTV. I 0. A common problem, especially facing poorly financed TV stations, is unattractive studio setup· Recommendations 1. i\!Ianagers must look after Sound programs to educate the Lebanese citizen more than those entertainment ones that are derived from commercial perspective. In other word, Sound local programs must serve the greatest part of the mission in the establishment. 2. The private TV stations need to be regulated externally if internal control is not exercised, which is the case in Lebanon. Moreover, the management must be aware of the various citizens' groups, ranging from consumer audience group to that audience religiously oriented and morally committed. 3. Problem of transmission can be solved by the availability of abundant financial resources and through legal interference of the government to regulate the organization of channels' distribution. 4. The managers do not care about the programs presented during the day, since the only reason behind day transmission is the news. However, the morning and the afternoon periods are vital in attracting a special audience. This period must be studied deeply and separately for housewives and children and must have its own schedule to serve its own audience. 5. Each TV station has a predetermined number of breaks and advertisements per break in its structure book. If they abide to it the problem will be solved. However, in order for commercials to serve the financial needs of a TV station while keeping schedule accuracy and successful paragraph interrupt, two conditions are to be fulfilled : a. A predetermined number of breaks and commercials within break have to be settled in the schedule. b. Any excess in commercials has to be displayed during commercials' sessions scheduled between different programs and not within the same program. 6. Since the news are mostly serving the TV station's mission, no solution may be supplied for this issue. In fact, it is the audience responsibility to make the choice of the news that is mostly considered reliable to them. 7. Choosing a presenter is supposed follow a long careful procedure. A presenter must be chosen according to certain predetermined criteria, where the look and presence are considered the most impmiant. 8. This can be solved by increasing the budget of the programs' department. 9. To solve the Break Ins & Outs' problem one of the two strategies are supposed to be followed : a. A neutral Break In & Out is to be displayed; yet, always related to the mission of the TV station on special occasions. b. Follow the occasions regularly : ceremonies, special occasions may vary from political and social, ... To strengthen the program status, audio effects are to be accompanied either by a generique specially designed to reflect the content of the program or by a classical ballad not used before and suiting the events. 10. A shift to external setup is to be followed.