RTV 3007 EXAM 2 QUESTIONS WITH VERIFIED
ANSWERS
CHAPTER 6
What is the goal of commercial electronic media? - Answers - MONEY
What are the characteristics of a commercial broadcast station?What are the general
functions of a station? - Answers - 1. Holds a license from federal government to serve
a specific community
2. Transmits programs over the air using designated radio frequencies
3. Carries commercial messages, receives compensation
What are the three categories of station owners? How do they differ from one another -
Answers - Licenses encompass transmission and programming functions - this means
any station typically combines 3 types of faciltiies: business offices, studio facilities,
transmitter (antenna & tower).
How do cable/satellite companies commercial differ from broadcasters in terms of how
they make money? They rely mostly on subscription fees for their support, but also sell
advertising.
What are economies of scale? - Answers - -A large business can be more efficient than
a small one
How do affiliate agreements work? i.e. know the vocab here: clearance, adjacencies,
network comp - Answers - Networks and their affiliates agree to contracts with varying
clauses and compensation changing hands. Affiliates provide clearance which is a clear
program schedule for network's programming at regularly scheduled times. Networks
allow time in the program for local ad spots called adjacencies and traditionally cash
called network comp.
How do ownership regulations work for commercial radio & TV? - Answers - TV
ownership within the same market is restricted to no more than two TV stations,
duopoly, in most markets. "Trioploies" allowed in markets with more than 18 stations.
For duopoly or "triopoly" only one can be in the top 4 for the market. No owner or group
station may own stations that collectively reach more than 39% of the national
audience.
What are some basic arguments for and against commercial ownership
regulation/deregulation? - Answers - Point: Deregulation advocates say it was needed
in order to compete with cable, satellite, and internet.
Counter point: Critics worry about the loss of content diversity and true localism.
, How is cable different than affiliates? How are they the same? Know the three types of
program providers? - Answers - In the beginning the FCC was reluctant to to have too
many of these locally licensed stations owned by the networks themselves. Part of the
local designation is done so in part to encourage content and advertising that
specifically serves each community. And so, affiliates were born. A major Broadcast
Network (ABC, CBS, NBC, & FOX - this list will also typically include the CW,
Telemundo, Univision, though they have a smaller number of affiliates) has over 200
Affiliates - this is the local NBC WESH 2 station.
What are the different types of advertising in Radio/TV? Know the associated
vocabulary. - Answers - Operations (a.k.a. traffic) - responsible for placing advertising
on the station schedule
Program Department - overall responsibility for the station's sound
Sales - responsible for sale of commercial time
Engineering - keeps the station on the air
What is reach? What is frequency? - Answers - Reach
•The "width" of a media plan
•Number of different people exposed to a spot
Frequency
•The "depth" of a media plan
•Number of times the average person is exposed to the same spot.
How are advertising rates determined? - Answers - • Overall advertiser demand for the
medium
• Advertiser demand for target audience
• Audience delivery-ratings
• Discounted pricing for large contracts-bulk rate
• Competitor pricing
Taking all of those factors into consideration, advertisers often use CPM to make
decisions - CPM = Cost per reaching 1,000 - Typically households - Used to compare
pricing across medi
How are advertisers making up for "zapping" through commercials? Also know plugola,
payola. - Answers - Product integration and product placement.
CHAPTER 7 - Answers - CHAPTER 7
What is the current state of government funding for public broadcasting like? Are these
new struggles? - Answers - It shows the government is interested in having an educated
and culturally informed electorate. Public broadcasting reaches 73 million people. The
public deserves a broadcast alternative that is not driven by advertising. Government
support has helped maintain some centralized, and without support, the system might
become weaker and more decentralized. The current system allows local stations to
influence on the national programming choices. Struggle for funding is nothing new.
ANSWERS
CHAPTER 6
What is the goal of commercial electronic media? - Answers - MONEY
What are the characteristics of a commercial broadcast station?What are the general
functions of a station? - Answers - 1. Holds a license from federal government to serve
a specific community
2. Transmits programs over the air using designated radio frequencies
3. Carries commercial messages, receives compensation
What are the three categories of station owners? How do they differ from one another -
Answers - Licenses encompass transmission and programming functions - this means
any station typically combines 3 types of faciltiies: business offices, studio facilities,
transmitter (antenna & tower).
How do cable/satellite companies commercial differ from broadcasters in terms of how
they make money? They rely mostly on subscription fees for their support, but also sell
advertising.
What are economies of scale? - Answers - -A large business can be more efficient than
a small one
How do affiliate agreements work? i.e. know the vocab here: clearance, adjacencies,
network comp - Answers - Networks and their affiliates agree to contracts with varying
clauses and compensation changing hands. Affiliates provide clearance which is a clear
program schedule for network's programming at regularly scheduled times. Networks
allow time in the program for local ad spots called adjacencies and traditionally cash
called network comp.
How do ownership regulations work for commercial radio & TV? - Answers - TV
ownership within the same market is restricted to no more than two TV stations,
duopoly, in most markets. "Trioploies" allowed in markets with more than 18 stations.
For duopoly or "triopoly" only one can be in the top 4 for the market. No owner or group
station may own stations that collectively reach more than 39% of the national
audience.
What are some basic arguments for and against commercial ownership
regulation/deregulation? - Answers - Point: Deregulation advocates say it was needed
in order to compete with cable, satellite, and internet.
Counter point: Critics worry about the loss of content diversity and true localism.
, How is cable different than affiliates? How are they the same? Know the three types of
program providers? - Answers - In the beginning the FCC was reluctant to to have too
many of these locally licensed stations owned by the networks themselves. Part of the
local designation is done so in part to encourage content and advertising that
specifically serves each community. And so, affiliates were born. A major Broadcast
Network (ABC, CBS, NBC, & FOX - this list will also typically include the CW,
Telemundo, Univision, though they have a smaller number of affiliates) has over 200
Affiliates - this is the local NBC WESH 2 station.
What are the different types of advertising in Radio/TV? Know the associated
vocabulary. - Answers - Operations (a.k.a. traffic) - responsible for placing advertising
on the station schedule
Program Department - overall responsibility for the station's sound
Sales - responsible for sale of commercial time
Engineering - keeps the station on the air
What is reach? What is frequency? - Answers - Reach
•The "width" of a media plan
•Number of different people exposed to a spot
Frequency
•The "depth" of a media plan
•Number of times the average person is exposed to the same spot.
How are advertising rates determined? - Answers - • Overall advertiser demand for the
medium
• Advertiser demand for target audience
• Audience delivery-ratings
• Discounted pricing for large contracts-bulk rate
• Competitor pricing
Taking all of those factors into consideration, advertisers often use CPM to make
decisions - CPM = Cost per reaching 1,000 - Typically households - Used to compare
pricing across medi
How are advertisers making up for "zapping" through commercials? Also know plugola,
payola. - Answers - Product integration and product placement.
CHAPTER 7 - Answers - CHAPTER 7
What is the current state of government funding for public broadcasting like? Are these
new struggles? - Answers - It shows the government is interested in having an educated
and culturally informed electorate. Public broadcasting reaches 73 million people. The
public deserves a broadcast alternative that is not driven by advertising. Government
support has helped maintain some centralized, and without support, the system might
become weaker and more decentralized. The current system allows local stations to
influence on the national programming choices. Struggle for funding is nothing new.
