3.1 Broadcast Network Structures
4 min read•july 18, 2024
Broadcast networks have complex organizational structures that enable them to create, distribute, and monetize content. From executive leadership to programming, sales, marketing, and operations, each department plays a crucial role in the network's success.
Understanding these structures is key to grasping how networks function. The balance between centralized control and local autonomy, as well as the unique approaches of major networks like ABC, CBS, NBC, and FOX, shape the television landscape we experience daily.
Broadcast Network Organizational Structures
Components of broadcast network structure
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- Executive leadership team guides overall strategy and decision-making
- CEO sets the vision and direction for the network (e.g., Bob Chapek at Disney/ABC)
- COO manages day-to-day operations and ensures smooth functioning (e.g., Jeff Shell at NBCUniversal)
- CFO oversees financial planning, budgeting, and reporting (e.g., Naveen Chopra at Paramount/CBS)
- Programming department develops, acquires, and schedules content to attract viewers
- VP of Programming leads the team and makes key content decisions (e.g., Karey Burke at ABC Entertainment)
- Program Directors manage specific genres or dayparts (e.g., Erin Underhill, President of Universal Television)
- Schedulers optimize the placement of shows to maximize and ad revenue
- Sales and advertising department generates revenue through ad sales and sponsorships
- VP of Sales leads the team and sets sales strategies (e.g., Jon Steinlauf at Discovery)
- Account Executives maintain relationships with advertisers and agencies
- Sales Managers oversee sales teams and ensure revenue targets are met
- Marketing and promotions department builds brand awareness and engages audiences
- VP of Marketing develops overall marketing strategy (e.g., Avi Nir at Keshet Media Group)
- Promotions Managers create on-air and digital promotional campaigns
- Digital Marketing Specialists leverage social media and online platforms to reach viewers
- Engineering and operations department maintains technical infrastructure and ensures seamless broadcasts
- VP of Engineering oversees broadcast technology and systems (e.g., Ahmed Abdelghany at ABC News)
- Broadcast Engineers maintain and troubleshoot equipment and transmission
- IT Managers handle computer systems, software, and cybersecurity
- News department gathers, produces, and delivers news content (for networks with news programming)
- News Director manages the news team and makes editorial decisions (e.g., Jennifer Mitchell at ABC News)
- Anchors present news stories and conduct interviews
- Reporters gather information and file reports from the field
- Producers plan and coordinate live news broadcasts
Hierarchy in broadcast networks
- Executive leadership sets strategic direction and makes high-level decisions
- Department heads report directly to executive leadership
- Executive team allocates budgets and resources to departments based on priorities
- Interdepartmental collaboration ensures smooth operations and successful content delivery
- Programming, Sales, and Marketing work together to develop and promote shows
- Engineering and Operations provide technical support and infrastructure for all departments
- Programming department has a significant influence on network success
- Programming team pitches ideas and acquires content aligned with network strategy
- Executive leadership approves final programming decisions and investments
- Department heads have autonomy within their allocated budgets and resources
- They make day-to-day decisions and manage their teams to achieve departmental goals
- Regular meetings with executive leadership ensure alignment with overall network objectives
Centralization and Network Comparisons
Centralized vs decentralized networks
- Centralized networks have a unified structure with strong network-level control
- Advantages:
- Consistent branding and programming across all stations (e.g., ABC's unified primetime lineup)
- Efficient decision-making and resource allocation from a central authority
- Cost savings through economies of scale in content production and acquisition
- Challenges:
- Reduced flexibility to cater to local market preferences and needs
- Potential for slower response times due to bureaucratic decision-making processes
- Limited autonomy for local station managers to make programming and operational decisions
- Advantages:
- Decentralized networks give more autonomy to local stations while maintaining network affiliation
- Advantages:
- Ability to quickly adapt to local market conditions and viewer preferences
- Faster decision-making at the local level without network bureaucracy
- Opportunities to develop local talent and engage with the community (e.g., TEGNA's focus on local content)
- Challenges:
- Inconsistent branding and programming across the network
- Redundancy in resources and efforts across multiple local stations
- Potential conflicts between local station priorities and overall network strategy
- Advantages:
Comparison of major network structures
- ABC (American Broadcasting Company)
- Centralized structure under Disney ownership
- Strong focus on entertainment programming (e.g., Grey's Anatomy, The Bachelor)
- Significant investments in live events and specials (e.g., The Oscars, NBA Finals)
- CBS (Columbia Broadcasting System)
- Centralized structure with some local decision-making, owned by Paramount
- Renowned for its strong news division (e.g., 60 Minutes, CBS Evening News)
- Popular primetime shows across various genres (e.g., NCIS, The Big Bang Theory)
- NBC (National Broadcasting Company)
- Centralized structure under Comcast/NBCUniversal ownership
- Extensive news operation with a focus on network-level programming (e.g., NBC Nightly News, Meet the Press)
- Diverse mix of entertainment (e.g., This Is Us, The Voice) and sports programming (e.g., Sunday Night Football)
- FOX Broadcasting Company
- More decentralized structure with greater autonomy for local stations, owned by Fox Corporation
- Strong emphasis on sports programming (e.g., NFL, MLB, NASCAR)
- Younger-skewing entertainment shows (e.g., The Simpsons, Family Guy) and reality competitions (e.g., The Masked Singer)
Key Terms to Review (19)
Cable Network: A cable network is a television channel that is distributed through cable television systems rather than over-the-air broadcasting. This type of network often offers specialized programming and may not rely on advertising as heavily as broadcast networks, instead generating revenue through subscription fees and other sources. Cable networks have become a significant part of the television landscape, providing viewers with a wide range of content that can cater to niche audiences.
Counter-programming: Counter-programming is a strategic scheduling approach where a television network airs a program that competes directly against another network's programming, often targeting a different demographic or viewer preference. This tactic is used to attract audiences who may not be interested in the competing show, allowing networks to differentiate their offerings and capture viewership during critical time slots. Understanding counter-programming helps clarify how networks strategize their line-ups and adapt to audience trends.
FCC Regulations: FCC regulations are rules established by the Federal Communications Commission to govern various aspects of broadcasting, telecommunications, and media in the United States. These regulations play a crucial role in shaping how content is distributed and consumed, ensuring fair practices and protecting public interests. They affect key players in the industry, influence technological development, and determine the structures of broadcast and cable networks.
Horizontal Integration: Horizontal integration is a business strategy where a company expands its operations by acquiring or merging with other companies at the same level of the supply chain, effectively increasing its market share. This approach allows businesses to reduce competition and achieve economies of scale, enhancing their influence over pricing and distribution. In the context of broadcast network structures, horizontal integration can reshape how content is produced, distributed, and monetized across various media platforms.
Lead-in: A lead-in refers to a programming strategy in television broadcasting where one show is strategically scheduled before another, usually to boost viewership for the latter. This tactic takes advantage of the audience that has been attracted by the first program, enhancing ratings for subsequent shows. Lead-ins play a crucial role in broadcast network structures and are particularly important during dayparting to ensure strong viewership throughout different time slots.
Must-carry rules: Must-carry rules are regulations that require cable and satellite television providers to carry local broadcast television stations on their systems. These rules ensure that viewers have access to important local content, including news and public affairs programming, while also preserving the financial viability of local broadcasters during the shift from traditional broadcasting to a cable-dominated landscape.
Must-See TV: Must-see TV refers to television programs that are highly popular and culturally significant, often resulting in a strong viewership and widespread discussion. These shows become essential viewing for audiences, creating a shared experience among viewers and influencing the television landscape through their storytelling, characters, and social themes.
Network executive: A network executive is a high-ranking professional responsible for overseeing the operations, programming, and strategic direction of a television network. These individuals play a critical role in shaping the network's identity, making key decisions about content acquisition, development, and scheduling. Their influence extends to budget management and collaborations with producers and creators to ensure the network remains competitive and appealing to audiences.
Prime Time Programming: Prime time programming refers to the block of television programming that is broadcast during the evening hours, typically from 8 PM to 11 PM, when the largest audience is available. This time slot is critical for networks as it garners the highest viewership and advertising revenue, making it a pivotal aspect of broadcast network structures and overall television strategy.
Program Director: A program director is a key management role in television and broadcasting that oversees the selection, scheduling, and overall strategy for programming content. This position plays a crucial role in shaping a network's identity by deciding what shows to air, how to position them within the broadcast schedule, and ensuring that content aligns with audience expectations and market trends.
Ratings: Ratings are a measurement of the popularity and viewership of television programs, indicating how many people are watching a particular show at a given time. They play a crucial role in shaping programming decisions and strategies across various networks and platforms, influencing everything from scheduling to advertising revenue.
Reality Television: Reality television is a genre of programming that documents unscripted real-life situations, often featuring ordinary people or celebrities in various scenarios. This format is designed to entertain viewers by showcasing authentic experiences, conflicts, and emotional moments, while often blurring the lines between reality and scripted content. Its popularity has led to significant changes in broadcasting strategies and programming schedules, directly impacting how networks structure their offerings and target audience engagement.
Share: In television, a share refers to the percentage of the total viewing audience that is watching a specific program at a given time. It measures the popularity and performance of a show in relation to its competition during its broadcast time, indicating how well it captures the attention of viewers. This metric is vital for networks and advertisers to understand audience engagement and to strategize programming and marketing efforts.
Sponsorship: Sponsorship is a marketing strategy where a company provides financial support or resources to a television program, event, or entity in exchange for promotional benefits and visibility. This practice not only enhances brand recognition but also allows companies to target specific audience demographics that align with their products or services, making it a vital aspect of broadcast network structures and audience targeting strategies.
Spot advertising: Spot advertising refers to short, typically 30-second or 60-second commercials that air at specific times during programming on television. This type of advertising is strategically placed between shows or during commercial breaks to reach targeted audiences effectively, maximizing the impact of a brand's message. It plays a crucial role in broadcast network structures as it influences programming schedules and ad revenue generation.
Syndication: Syndication refers to the process by which television programs are sold to multiple broadcasters or networks for distribution, allowing shows to reach wider audiences beyond their original airing. This model enables the sharing of popular content across different markets, maximizing revenue potential and viewership. Syndication plays a crucial role in the television ecosystem, influencing business models and shaping broadcast network structures.
Terrestrial network: A terrestrial network refers to a system of broadcasting that transmits signals through ground-based transmission facilities, such as towers and antennas, rather than relying on satellites or cable systems. This type of network is crucial for distributing television and radio content to local areas, enabling viewers to receive broadcasts over-the-air using antennas. Terrestrial networks can vary in scale, from regional to national services, and are a foundational aspect of traditional broadcasting infrastructures.
The Big Three Networks: The Big Three Networks refers to the three major television broadcasting companies in the United States: ABC, CBS, and NBC. These networks have historically dominated the television landscape, shaping programming, advertising, and viewer habits for decades. Their influence extends beyond just broadcasting, impacting the development of cable television and digital streaming platforms as they adapted to changing technologies and audience preferences.
Vertical integration: Vertical integration is a business strategy where a company expands its operations by acquiring or merging with other companies at different stages of production within the same industry. This approach allows a company to control its supply chain, reduce costs, and enhance efficiency, which can lead to a stronger competitive position in the market.