Comparative Study Of Media Management In Print And Broadcast Media

The primary objective of this study was to compare media management in the print and the broadcast media, concentrating on NTA, Osogbo, and Osun Defender Newspaper. Another justification for conducting this study is to understand the significance of management in media organization and how media management affects media operations, staff performance, and overall success. The theories that gave this study a footing are System Theory and Theory X and Y. A survey research method was adopted questionnaire was administered to the respondents that were drawn within Osun Defender and NTA, Osogbo using non-probability sampling technique (purposive sampling) out of which 90 copies were correctly filled and analyzed. The data were analyzed using frequency and percentage method while the data were presented with the aid of tables. The study finds out that fund and ownership influence are the core challenges facing both the print (Osun Defender) and the broadcast media (NTA). It was recommended that the management of media outfits should see their staff as major stakeholders in decision making while they should be allowed to voice their opinions on matters concerning the operation of the station while staff should be motivated and encouraged to work effectively, this will further prevent them from doing unethical practice.

1.0 Introduction

1.1 Background to the Study

No single organization can boast of it success or survival for another year; if it fails to manage the human, material and other resources carefully and judiciously. Management is synonymous to success in business or organization. Also, there is no amount of fund used in establishing a firm and without adequate management. it will run out crash in due time.

Management is a common activity in human society. Virtually everyone practices management on a daily basis either consciously or unconsciously. From the basic individual and family levels, to large multi-national organisations, management takes place. Management is a more serious subject in media organizations because of the role media play in our society. To manage media organisations in this age of competition and media proliferations is no doubt a serious business. It requires some uncommon qualities and calls for special duties.
Management however, is the manipulation of resources to achieve pre-determined objectives. Aina,(2002). Management is a process of planning, organizing, directing and controlling available resources of an organization in order to achieve the set goals of the organization (Okafor and Udu 2005). The imperativeness of management in an organization is very monumental. Improper adoption of management techniques in most cases results to collapse and breakdown in such organizations, especially in a developing country like Nigeria.

Hence, media management plays a crucial role in shaping the content, distribution, and overall success of media organizations. In the ever-evolving landscape of media, two prominent platforms, print and broadcast media, continue to coexist and adapt to changing audience preferences and technological advancements. This study comparatively explores media management in print and broadcast media, analyzing their similarities, differences, and the challenges they face in the digital age.

Print media encompasses newspapers, magazines, and other printed publications. The content production in print media involves extensive research, writing, editing, and layout design. Journalists and writers contribute articles, while editors ensure quality control and maintain the publication"s editorial standards. Print media typically follows a fixed publishing schedule, such as daily, weekly, or monthly (Deuze, 2019).

Distribution in print media primarily relies on physical copies that are printed and distributed to newsstands, subscribers, and retailers. The circulation numbers and distribution networks determine the reach and impact of print media. However, the rise of digital platforms has led print media to explore online distribution channels, including websites, e-books, and mobile applications (Deuze, 2019).

On the other hand, broadcast media includes television and radio, delivering audiovisual content to a wide audience. In broadcast media, content production involves scriptwriting, visual design, production planning, and editing. Broadcast journalists, producers, directors, and technical staff collaborate to create engaging programmes, news bulletins, documentaries, and other formats. Real-time broadcasting and live coverage are crucial aspects of this medium (Picard, 2017).

Distribution in broadcast media relies on broadcasting networks and infrastructure. Television channels are transmitted through cable, satellite, or digital terrestrial platforms, while radio stations broadcast through radio frequencies. However, like print media, broadcast media has also embraced digital platforms such as streaming services and online video platforms to reach a wider audience and provide on-demand content (Picard, 2017).

However, print media traditionally engages audiences through physical copies that readers can hold and read at their convenience. Readers often develop a personal connection with their preferred publications and may spend more time engaging with the content. Advertisers value the targeted reach and longevity of print media, allowing them to deliver targeted messages to specific demographics (Westlund, 2018).

Print media advertising relies on display ads, classifieds, inserts, and sponsored content. Newspapers and magazines offer ad spaces in various formats and sizes, often generating a significant portion of their revenue through advertising. However, the digital age has posed challenges to print media, as online advertising and alternative digital platforms have gained prominence (Westlund, 2018).

Broadcast media engages audiences through audiovisual content, offering an immersive experience. Television and radio programmes attract viewers and listeners by delivering news, entertainment, sports, and other content in real-time. Broadcast media advertising includes commercials, sponsorships, product placements, and branded content (Westlund, 2018).

Broadcast media"s wide reach and ability to capture the attention of mass audiences make it an attractive platform for advertisers. However, the emergence of streaming services, video-on-demand platforms, and digital ad targeting has presented challenges to traditional broadcast media"s advertising revenue model (Westlund, 2018).

Meanwhile, print media faces several challenges in the digital age, including declining circulation numbers, reduced advertising revenues, and shifting reader preferences. The availability of online news sources, social media, and mobile applications has changed how audiences consume news and information. Print publications have had to adapt by establishing their online presence, introducing paywalls, and exploring new revenue streams.

Broadcast media also faces challenges in the digital age, as viewership habits shift towards online streaming, on-demand content, and mobile viewing. Traditional broadcasting models must adapt to changing audience expectations and preferences. Broadcast. Thus, this study is interested to compare media management in print and broadcast media in Nigeria with a specific focus on Nigerian Television Authority (NTA) and Osun Defender newspaper.

1.2 Statement of the Problem

The research comparatively analyse media management in print and broadcast industry with a particular focus on Nigerian Television Authority (NTA) and Osun Defender. Managing, controlling and commanding a media outfit requires skill task and knowledge especially in this era of media proliferation and emergence of new media that has brought a shift in audience consumption pattern.

Funding is another identified challenge because equipment in broadcast media are very expensive and become outdated after some time when modern equipment are produced, especially now that broadcasting are moving to digital age. Other research problem of decision making, environmental problem, psychological constraints, burn out and stress and others which arise in poor and improper management.

The research is thus set to comparatively analysing media management in print and broadcast industry in Nigeria with a specific focus on Nigerian Television Authority (NTA) and Osun Defender newspaper with the view to examine the role played by the media managers and other managerial challenges capable of leading to organisational success and failure.

1.3 Objectives of the Study

The general objective of this study is to compare media management in print and broadcast media in Nigeria while the specific objectives are:

To determine the impact of management in media industry.

To ascertain which of the media industry uphold effective and efficient media management between broadcast and newspaper industry.

To ascertain whether Nigerian Television Authority (NTA), Osogbo and Osun Defender newspaper are effectively managed.

To determine whether ownership pattern influence editorial contents and programming independence of NTA, Osogbo and Osun Defender newspaper.

To determine whether smooth operation of NTA and Osun Defender newspapers is as a result of sound management techniques.

1.4 Research Questions

In order to explicate the aforementioned objectives, the listed questions provide answers to the research problem:

What is the impact of management in media industry?

Which media industry upholds effective and efficient media management between broadcast and newspaper industry?

To what extent Nigerian Television Authority (NTA), Osogbo and Osun Defender newspaper are effectively managed?

To what extent has ownership pattern influenced editorial contents and programming independence of NTA, Osogbo and Osun Defender newspaper?

Do smooth operation of NTA and Osun Defender newspaper was as a result of sound management techniques?

1.5 Significance of the Study

The study is very significant as it will offer benefit to the individuals and group of people. Media planners will through the findings of this study come to understand why they need to plan and design strategies capable of improving their media content which will in turn encourage flow in to media rather than flowing out.

It will assist journalists and media practitioners to work in line with the house ethics and policy set up in their respective media outfit to ensure success.

The study will help to provide adequate insight to meet the changing demands in the dynamic media environment of our society hereby helping media managers to make better management polices and decision.

Other beneficial of the study are media owners who will know how their actions and reactions can cripple the success and public credibility of their media outfit.

Government agencies that are saddled with the responsibility to ensure fairness and media un bias will also see the need to come up will new laws that will reduce ownership influence especially in this democratic era so that the public will come to trust such medium.

The result of the study will serve as reference materials for further studies in management, government and mass communication while future researchers will find this work very interesting to use as a reference material for their new work and see what previous researchers have done. It will add to the body of knowledge in the field of mass communication and other related disciplines while future scholars who may want to research in aspect similar to this will find the material helpful.

1.6 Scope of the Study

This research which compares media management in print and broadcast media has been narrowed in scope to the management of NTA, Osogbo and Osun Defender. Hence, the geographical location of this study is Osun State. The choice of NTA, Osogbo and Osun Defender is due to the proximity of the media outfits to the researcher. Another reason for limiting the scope to NTA, Osogbo and Osun Defender is because one is a government media and the other is a privately setup media.

1.7 Operational Definition of Terms

It is therefore important that some terms used in this study should be decoded within the context of their usage.

Comparative Analysis:

To carefully accesses the similarities and differences in the way NTA Osogbo and Osun Defender manage their media.

Media management:

Management is a process of planning, organizing, directing and controlling available resources in NTA and Osun Defender Newspaper in order to achieve the set goals of the organisation.

Print Media:

These refer to media that disseminate information to the large audience in print form such as Osun Defender newspaper.

Broadcast Industry:

Broadcasting media in this context is Nigerian Television Authority

• Comparative Analysis Of Social Media And News Media On Media Reporting
• Comparative Analysis On Social Media Platforms Reference Among Students
• Comparative Analysis Of Performance Of Government And Privately Owned Broadcasting Media Organization
• Analysis Comparative Of The Performance Of Journalist In Government And Private Owned Media Organizations
• Comparative Analysis Of The Role Of Gate Keeping In Government And Private Media
• Comparative Study Of Social Media And Radio Stations Preference For Assessing News Among Youths
• Comparative Study Of The Performances Of Government Owned And Privately Owned Media Organization

• Mass Communication Project Topics and Materials