Higher Education

Media Programming: Strategies and Practices, 9th Edition

  • Susan Tyler Eastman Indiana University
  • Douglas A. Ferguson College of Charleston
  • ISBN-10: 1111344477  |  ISBN-13: 9781111344474
  • 496 Pages
  • © 2013 | Published
  • College Bookstore Wholesale Price = $187.00
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Written by recognized leaders in the field, MEDIA PROGRAMMING delivers the most accurate coverage of techniques and strategies used in the programming industry today. Reflecting the latest developments from real-world practice, this market-leading text covers all aspects of media programming for broadcast and cable television, radio, and the Internet with clear, current illustrations and examples. It offers in-depth coverage of emerging trends, including multiplatform strategies, cross-media, new media, high definition media, new programming strategies, and wireless and pay-per-view media. This proven text continues to focus on how programs (units of content) are selected (or not selected), arranged, evaluated, and promoted with the need to consider pressures from technology, financing, regulations, policies, and marketing.

Features and Benefits

  • Comprehensive: MEDIA PROGRAMMING continues to focus on how programs are selected (or not selected), arranged in schedules or menus of various kinds, evaluated by the industry, and promoted to audiences and advertisers. The text also considers the limits on options arising from technology, financing, regulations, policies, and marketing needs.
  • Current: Reflecting a changing industry, one of the text's central themes is that the way content is paid for determines much of its structure and availability. Another theme is how the mass orientation and rigid content of traditional broadcasting has reacted to pressure from the emerging online and mobile media.
  • Complete: The new edition also illustrates that once-clear distinctions between networks, syndicators, and cable companies are dissolving and that media conglomerates are now co-opting and commercializing online and mobile program content. Still, patterns of daily work and living influence the availability of most media entertainment content and realities of economics overshadow all aspects of media programming.
  • Proven Authors: Noted authorities in the programming industry, Susan Tyler Eastman and Douglas A. Ferguson are widely respected for their work inside the classroom and throughout the field.

Table of Contents

1. A Scaffold for Programmers.
2. Prime-Time Network Strategies.
3. Multichannel Television Strategies.
4. Online Television Strategies.
5. Program and Audience Research and Ratings.
6. Syndication for Stations, Cable and Online.
7. Non-Prime-Time Network Programming.
8. Television Station Programming Strategies.
9. Basic and Premium Subscription Programming.
10. Public Television Programming.
11. Music Programming.
12. Informational Programming.
Bibliography of Recent Publications.
Internet Media Sites.
About the Contributing Authors.
Index to Program Titles.
General Index.

What's New

  • There are two new chapters, "Multi-Channel Television Strategies" and "Online Television Strategies".
  • Multiplatform strategies are introduced, and the use of multiplatform strategies is discussed extensively.
  • New discussion on how cross-media has become enmeshed media.
  • New media and its impact on existing media is discussed throughout the text.
  • The death of analog and shift to digital are discussed.
  • The notion of "reducing, reusing, and recycling" is discussed in regard to networks decreasing the number of highly priced programs and replaying or recycling existing content.
  • The impact that wireless and pay-per-use models will have on the future of media is discussed.


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Meet the Author

Author Bio

Susan Tyler Eastman

Susan Tyler Eastman is a professor in the Department of Telecommunications at Indiana University. She earned her BA from the University of California, her MA from San Francisco State University, and her PhD from Bowling Green State University.

Douglas A. Ferguson

Douglas A. Ferguson is Professor and Program Director of the Graduate Certificate Program in the Department of Communication, College of Charleston. He also served as editor-elect of the JOURNAL OF RADIO STUDIES from 2005 through 2008. Dr. Ferguson earned a bachelor's and master's degree from the Ohio State University and his doctorate from Bowling Green State University.