RTV 3007 EXAM 2 QUESTIONS WITH VERIFIED
ANSWERS
What is the goal of commercial media? - Answers - To make money - the sale of
audiences to advertisers
what are the 3 characteristics of a commercial broadcast stations? - Answers - 1. They
hold a license from the fed. gov. to serve a specific community.
2. They transmit programs over the air using designated radio frequencies.
3. They carry commercial messages and the stations receive compensation.
What are the 4 general functions of a broadcast station? - Answers - 1. General and
administrative functions: payroll / purchasing dept.
2. Technical functions: chief engineer, transmitter operations, computers
3. Programming functions: planning and implementations of content
4. Sales: selling station to advertisers
What are the 3 categories of station owners? - Answers - 1. Individuals (Independent) -
broadcast to local community - not full service network affiliation
2. Station groups - own multiple local stations, but not owned by network
3. O&O's - owned by network
What is the economy of scales? - Answers - Larger businesses have a cost advantage
and greater efficiency over smaller businesses as cost per unit decreases - a
proportionate saving in costs gained by an increased level of production.
How do network affilate agreements work? - Answers - Affiliates provide CLEARANCE
to networks - networks provide times during their programming for ADJACENCIES -
money from ADJACENCIES known as NETWORK COMPS. given directly to affiliate
Affiliates also receive free programming in exchange for providing national distribution
of network commercials.
How do ownership regulations work for commercial radio? - Answers - No group may
own more than 50% of all radio stations in a market.
How do ownership regulations for commercial TV? - Answers - No owner or group may
own stations that collectively reach more than 39% of the national audience .
* 20 indépendant stations = 1 person have 2 tv stations or 6 radio stations.
* 10 independant stations = 1 person have 2 tv stations and 4 radio stations.
* smallest market = 1 person owning 2 tv stations and 1 radio station.
, Duopoly - Answers - A very large station group with holdings across media - no more
than 2 stations in most markets - ex: CW and WESH - cross promoting = owned by the
same ppl and promote for one another
Triopolies - Answers - Allowed in markets with more than 18 stations
For a duopoly or a triopoly how many of their TV stations can be in the top 4 % of the
market? - Answers - 1
People for regulation of commercial ownership say: - Answers - they are worried about
the loss of content diversity and true localism
People for deregulation of commercial ownership say: - Answers - it was necessary in
order to compete with cable, the internet, and satellite
How is cable different than affiliates? - Answers - They aren't owned by a network,
depend primarily on subscriber fees for $
How is cable similar to affiliate? - Answers - They can carry some of the same
programming from content providers, and handle advertising in some of the same ways
(ex: sell commercial spots to national advertisers).
What are the 3 types of cable program providers? - Answers - 1. Basic-cable network:
largest, ad supported
2. Superstations: broadcast cable hybrid
3. Pay-cable networks: pay for specific events rather than monthly fees
What are the different types of advertising in radio and tv? - Answers - 1. Network ad:
reach nationwide audience - $ goes to broadcast or cable network
2. Local ads: $ goes to local station
3. National Spot: targets selected geographical area - larger than 1 market, but smaller
than the whole country - $ goes to local stations
4. Barter Syndication: national ads place on syndicated programs in local tv stations -
exchange of advertising for airing program.
What is Reach? - Answers - "Width" - number of different people exposed to a spot
What's frequency? - Answers - "depth" - number of times the person is shown the same
spot.
How are advertising rates determined? - Answers - 1. Advertiser demand for the
medium
2. Advertiser demand for target audience
3. Audience delivery
4. Discounted pricing for large contracts
5. Competitor pricing.
ANSWERS
What is the goal of commercial media? - Answers - To make money - the sale of
audiences to advertisers
what are the 3 characteristics of a commercial broadcast stations? - Answers - 1. They
hold a license from the fed. gov. to serve a specific community.
2. They transmit programs over the air using designated radio frequencies.
3. They carry commercial messages and the stations receive compensation.
What are the 4 general functions of a broadcast station? - Answers - 1. General and
administrative functions: payroll / purchasing dept.
2. Technical functions: chief engineer, transmitter operations, computers
3. Programming functions: planning and implementations of content
4. Sales: selling station to advertisers
What are the 3 categories of station owners? - Answers - 1. Individuals (Independent) -
broadcast to local community - not full service network affiliation
2. Station groups - own multiple local stations, but not owned by network
3. O&O's - owned by network
What is the economy of scales? - Answers - Larger businesses have a cost advantage
and greater efficiency over smaller businesses as cost per unit decreases - a
proportionate saving in costs gained by an increased level of production.
How do network affilate agreements work? - Answers - Affiliates provide CLEARANCE
to networks - networks provide times during their programming for ADJACENCIES -
money from ADJACENCIES known as NETWORK COMPS. given directly to affiliate
Affiliates also receive free programming in exchange for providing national distribution
of network commercials.
How do ownership regulations work for commercial radio? - Answers - No group may
own more than 50% of all radio stations in a market.
How do ownership regulations for commercial TV? - Answers - No owner or group may
own stations that collectively reach more than 39% of the national audience .
* 20 indépendant stations = 1 person have 2 tv stations or 6 radio stations.
* 10 independant stations = 1 person have 2 tv stations and 4 radio stations.
* smallest market = 1 person owning 2 tv stations and 1 radio station.
, Duopoly - Answers - A very large station group with holdings across media - no more
than 2 stations in most markets - ex: CW and WESH - cross promoting = owned by the
same ppl and promote for one another
Triopolies - Answers - Allowed in markets with more than 18 stations
For a duopoly or a triopoly how many of their TV stations can be in the top 4 % of the
market? - Answers - 1
People for regulation of commercial ownership say: - Answers - they are worried about
the loss of content diversity and true localism
People for deregulation of commercial ownership say: - Answers - it was necessary in
order to compete with cable, the internet, and satellite
How is cable different than affiliates? - Answers - They aren't owned by a network,
depend primarily on subscriber fees for $
How is cable similar to affiliate? - Answers - They can carry some of the same
programming from content providers, and handle advertising in some of the same ways
(ex: sell commercial spots to national advertisers).
What are the 3 types of cable program providers? - Answers - 1. Basic-cable network:
largest, ad supported
2. Superstations: broadcast cable hybrid
3. Pay-cable networks: pay for specific events rather than monthly fees
What are the different types of advertising in radio and tv? - Answers - 1. Network ad:
reach nationwide audience - $ goes to broadcast or cable network
2. Local ads: $ goes to local station
3. National Spot: targets selected geographical area - larger than 1 market, but smaller
than the whole country - $ goes to local stations
4. Barter Syndication: national ads place on syndicated programs in local tv stations -
exchange of advertising for airing program.
What is Reach? - Answers - "Width" - number of different people exposed to a spot
What's frequency? - Answers - "depth" - number of times the person is shown the same
spot.
How are advertising rates determined? - Answers - 1. Advertiser demand for the
medium
2. Advertiser demand for target audience
3. Audience delivery
4. Discounted pricing for large contracts
5. Competitor pricing.
