Public television broadcasting has largely been targeting the community by offering diverse educational programs to shape the perceptions of the people while convincing them to actively involve themselves in the activities occurring daily in the community (Anderson and Coate 962). The public broadcasting has steadily changed in the recent past with the involvement of forces to shift the programming, changing the focus of the media to some extent. The shift in programming has been heavily attributed to fear of losing the target audience and viewers; the major aim of public TV broadcasters has been to figure out precisely the programming that will attract more audience and viewers to generate more revenues to foot costs of operation since the government funding is never enough.
The evidence to support this assertion is based on numbers provided by analysts, most particularly Michael of Moffett Research that provided figures to indicate that advertising by national and public TV broadcasters dropped to about 2.7 percent. He went on to affirm that he was not seeing any change in future if the TV broadcasters were continuing with their normal and old programs. The programs he pointed out were not appealing and interesting to watch and therefore viewers seek alternatives even to cable broadcasts that will give those programs that they like. The changing nature, tastes and preferences of viewers has threatened what was considered strong and predicted that if management of such platforms do not come up with good programs then the declining trend is likely to continue. For example, corporation for public broadcasting (CPB) of USA has taken steps to collaborate with other TV stations for content and programming to strengthen its efforts of generating more revenues by matching with the market and competitors since funding by the government is inadequate.
The viewership of television programming has been measured by different companies and the measurements used in placing media advertisement in television and consequently determining how such advertisements are to be charged for airing in a given station and the amount of time that should be given to such a media advert. This therefore means that advertising clients would determine the stations that have the largest number of viewers and then prefer to advertise with them, as it will reach more people to create more awareness to promote their goods and services. The primary goal of marketers is to reach more people and the right audience; this is simply the need of just knowing how many people are watching a television program then slotting an advert to reach them (Banerjee 77). It is a fact that the viewers are constantly moving across different stations and platforms to view and discuss their favorite programs and shows. The viewing audience is also changing and it the responsibility of marketers to reach new customers through advertising (Price and Raboy 157). Marketers will therefore take advantage of those stations that have programs luring the largest number of people to provide an opportunity of reaching them through awareness.
Another example is the significant decline in revenues to the extent of making losses since their archived programs do not make it possible for advertisers to tag audio and video clips that would generate revenue whenever they are played. This has made operation costs to rise prompting the management and other stakeholders to shift and change their programming policies to accommodate what the market needs in terms of meeting the numerous and diverse needs of viewers.
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