TATA TERTIB KULIAH
English Class
–Kuliah disampaikan dalam bahasa Inggris
–Ujian dalam bahasa Inggris
Keterlambatan, 15 menit
Tidak diijinkan meninggalkan kelas selama kuliah karena ada break, 10 menit
Setiap mahasiswa diharapkan untuk selalu membawa:
–Dictionary
–Buku ‘Manajemen Media Penyiaran’ oleh Morissan
Iuran uang foto copy (sukarela)
Tugas dikumpulkan
–secara langsung, kertas folio
–melalui email osp.pagi@yahoo.co.id, osp.siang@yahoo.com, osp.kamis@yahoo.co.id
Jumlah Ketidakhadiran, maks 4 kali
Bobot Penilaian: Absensi 10%, Tugas 25%, UTS 25%, UAS 40%
Materi kuliah dapat juga dilihat pada morissan.blogspot.com

TUGAS KULIAH
Tugas 1,
Setiap mahasiwa diwajibkan menerjemahkan materi kuliah bahasa Inggris ke dalam bahasa Indonesia dan dikumpulkan setiap minggunya.
Materi yang diterjemahkan berdasarkan topik yang sudahditentukan (Topik 1, 2.....dst)
Setiap tugas dikirimkan melalui email yang sesuai dengan menggunakan attachment.
Tugas 2,
Carilah pada UU Penyiaran ketentuan mengenai aspek teknik penyiaran yang harus dipenuhi sebelum seseorang mendapatkan ijin penyiaran.

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MATERI KULIAH:

------------Topik 1
Commercial broadcast stations come in a variety of shapes and sizes. At one extreme is the small radio station that operates from one studio and employs a handful of people. At the other is the large national television station that has a huge physical building with four or five studios containing the best production equipment available, executive offices, library newsroom and separate transmitter building. The staff could number several hundred persons including production news, sales, promotion, business, and technical personnel as well as the on-air talents familiar to the viewing public.

To most people, a broadcast station is known by its programming, and the programming of commercial broadcast stations is very diverse. It is the programming that identifies the station to the general public. A commercial station consists of more than programming, however. It also involves a license granted by the authority, an owner who holds the license, a staff of individuals working together to operate the station, a physical facility, and numerous associations and affiliations with outside groups.

THE LICENSEE
The licensee is the individual or corporation that receives the right to operate a broadcasting station by obtaining a license from the authority. In granting the license, the authority requires the station to meet certain technical standards and some programming requirements.
Getting a license to operate a radio or television station is difficult. To begin with, an applicant needs to find an unused frequency or attempt to obtain a frequency being used when the license at an existing station expires. The authority publishes table of frequency assignments indicating which ones are available in a particular community or market. If an applicant wants to start up a television in a specific location, the applicant must first determine which channels have been assigned. If one of the assigned frequencies is not is use, the applicant can apply for it.
Once an applicant has found a frequency, the applicant must form the necessary business structure, obtain adequate financing and put together a plan for the operation of the station. The Indonesian authority requires applicants to be citizens of Indonesia, financially sound, and planning to operate the station in such a way that the community will be served.
The applicant then applies for a construction permit. If there are no petition to deny the granting of the construction permit or competing applications for the same frequency, the station is permitted to build its facilities and go on the air for a period of time. If all goes well, the station receives a license.

-------------Topik 2
STATION PERSONNEL
Broadcast stations vary considerably in the number of people they employ and the type of organizational structures they use. Very small stations have only a few people who perform many different tasks. A large station can have a hundred or more people on the staff plus a number of outside consultants on the payroll.

Generally, there are four areas of operations common to all commercial broadcasting stations:
(1) Management/administrative
(2) Engineering
(3) programming
(4) Sales

1. Management/Administrative
The purpose of management is to coordinate the various activities of station personnel and to make sure that the station makes money. Management also sets overall station policy and represents the station to the general public and outside organizations such as KPI or local governments. Station managers must be familiar with the operations of all departments and able to work well with individuals. They work closely with key personnel in a station's various departments to make programming choices, design promotional campaign, devise sales strategies, and work out station-network relations. Administrative functions include the services that any business needs to provide in creating an appropriate working environment.
The management is in charge of television business by overseeing all budgetary aspects of the station's operation. The management needs to be familiar with the current cost of obtaining programs and new equipment and must be in touch with the needs of individual department. The management must set a budget for each operating division that is realistic but that allows for the purchase of new equipment on a regular schedule and the acquisition of the latest program.
The management division handles budget, accounting, billing, and payroll. Sometimes, it also handles personnel matters and benefits program for employee.

-----------Topik 3
2. Engineering
A station could not go on the air without a vast array of high-quality broadcast equipment. All this equipment must be kept in top working order and replaced regularly.
The technology of broadcasting is changing so rapidly that equipment can become obsolete within a year or two. Stations constantly spend money to maintain their facilities at a state-of-the-art level.
The job of the engineering division is to oversee the purchase, installation, and maintenance of equipment. Their work is indispensable to the effective operation of a station.
The engineering division is usually headed by a chief engineer, who coordinates the activities of a group of engineers including the following:
· Maintenance engineer : maintains all technical equipment and troubleshoot during production.
· Video operator : adjust camera controls for optimal camera pictures. Sometimes takes an additional technical duties, especially during field productions.
· Audio technician : in charge of all audio operations. Works audio console during the show.
· Videotape operator : runs the videotape machine and/or disk-based recording devices.
· Videotape editor : operates postproduction editing equipment. Often makes or assists in creative editing decisions.
· Character Generator (C.G) Operator: types and/or recalls from the computer the names and other graphic materials to be integrated with the video image.
The chief engineer also makes up budgets for equipment purchase and schedules the replacement of worn-out items routinely through the year. He or she also designs system, including transmission facilities, and oversees installations and day-to-day operations.
Assistant Chief Engineer assists chief engineer in all technical matters and operations.
At a small radio station, the chief engineer might actually supervise the transmitter or make the repair. At a large station, however, this job is likely to be more administrative.
The authority has specified critical technical standards for the operation of broadcast transmitter, and a key job of the engineering division is to oversee this operation. At some stations, engineers operate audio control boards or supervise activities in a video master control.
The kind of facilities a station has naturally depends on whether or not it is a radio or television station and the size of the staff. A small-market radio station can broadcast from a few rooms, and many of them do just that. A television station in a major market, however, needs to have several studios, control rooms, editing suites, library, newsroom, executive offices, conference rooms, reception area, and transmitter site.

------------------Topik 4

DEPARTMENT OF PROGRAM
Off all the factors that determine the financial success of a radio or TV station, none is more important than programming due to some reasons….
Why programming is so important?
• It is programming that brings listeners or viewers to the station
• If the number of listeners or viewers is large, and if they possess the characteristics sought by advertisers, the station will attract revenues.
• Accordingly, the station’s revenue and potential profit are influenced largely by its programming.

The major functions of the program department are:
1) The production or acquisition of content that will appeal to targeted audiences
2) The scheduling of programs to attract the desired audience
3) The production of public service and promotional annoucements and local commercials
4) The production or acquisition of other programs to satisfy the public interest
5) The generation of a profit for the station’s owners

Organization
The program department is headed by a program manager / director who reports directly to the general manager.
In some stations, programming and production are combined in one department under an operations manager

The Program Manager
• The amount of time spent on programming responsibilities is influenced greatly by the station’s status as a network, affiliate or independent.
• However, all program manager engage in four basic tasks.

All program manager engage in four basic tasks:
1. Program Planning
2. Program production & acquisition
3. Program execution
4. Program control

Program Planning
Program planning involves the development of short-, medium-, and long-range plans to permit the station to attain its programming and financial objectives.
Planning is directed toward the selection and scheduling of programs to appeal to the largest number of people among the available audience.
Planning usually is done by the program manager in consultation with the head of the sales department and the general manager.

Program Acquisition
• The program manager implements program plans by having programs produced by the station itself or by obtaining them from other sources.
• Again, the head of the sales department and the general manager are involved in program acquisition.

Program Execution
• Execution involves the airing of programs in accordance with the plan.
• The program manager coordinates the scheduling of content with traffic personnel and its promotion with the promotion manager.
• If news is handled by a separate department, coordination is necessary on coverage of special events and breaking stories.

Program Control
• The program manager often is called the protector of the station’s license because of the responsibility for ensuring that the station’s programming complies with the term of its license. As protector, the program manager must….:
• Develops the station’s program standards.
• Supervises all program content for adherence to the station’s standards, the KPI’s Rules and Regulations, and other applicable regulations and laws.
• Maintains records of program broadcast.

Qualities of Program Manager
• The program manager should be knowledgeable and should possess administrative and professional skills and certain personal qualities.
• The program manager should have knowledge of market and competition.
• The market: Its size, demographic composition, economy, and the work and leisure patterns of the population as a whole and its various demographic groups; the community’s problems and needs.
• The competition: Current programming of competing stations, their successes and failures, and their program plans.
• Program management: The duties of the program manager and how to discharge them. This includes knowledge of the sources and availability of program content; production process and costs; salability of programming and methods of projecting revenues and expenses; sources and uses of program and audience research; programming trends and developments in broadcast technology; laws and regulations pertaining to programming.

-------------------Topik 5
DEPARTMENT OF PRODUCTION
Production Manager
• The production manager’s primary responsibility is to conceive, design, and develop ideas for local TV productions that result in entertaining and informative programs.
• This individual is in charge of developing and complying with detailed budget for all local productions, including costs for materials, capital equipment, supplies and talent.

News Director
• The News Director is the senior executive in charge of a television station’s news department, and serves as the final authority for the choice of all news, interviews, documentaries, and special events programs broadcast by a station.
• The decisions of the News Director determine what events will be covered, which stories will be broadcast, and how and when they will be presented.

Executive Producer
• An executive producer is responsible for conceiving and developing ideas for TV series, individual complex programs, or special productions that meet defined audience objectives.
• The individual in this position formulates the rationale for the project, determines the format, frame the budget, arranges the financing, and oversees the promotion.

Producer
• A producer is the overall manager and arranger of an individual TV production or of one that is part of a series.
• The person in this position conceives and develops ideas for a program consistent with the theme established by an executive producer or production manager, and, in addition, ensures that the program meets all of the station’s objectives and is compatible with audience interests.

Director
A Director plays a critical role in any television production. It is the Director’s responsibility to turn a concept or script into a cohesive and interesting program creatively, effectively, and within budget.
Working in a complex, pressure-filled environment, this person is the unifying force during the planning, shooting, and completion of a TV program.
The show’s final success is largely due to the Director’s talent and ingenuity.

DEPARTMENT OF SALES
The major functions of the sales departments are to:
• Sell time to advertisers
• Provide vehicles whereby advertisers can reach targetted audiences with their commercial messages at competitive cost
• Develop promotions for advertisers
• Generate sufficient revenues to permit the station to operate competitively.
• Produce a profit for the station’s owners
• Contribute to the worth of the station by developing and maintaining a strong base of advertiser support.

General Sales Manager
• The General Sales Manager of a commercial TV station is responsible for generating the advertising revenue that enables a station to pay for programming, salaries, technical equipment, and operations by dealing with a limited inventory of commercial air time for advertising sales.
• The General Sales Manager works closely with the Program Manager and the General Manager in selecting programs during and around which such advertising can be sold.

Advertising salesperson
• An Advertising salesperson at a commercial TV station is responsible for selling advertising air time to business or to advertising agencies acting on behalf of business, thus generating income for the station.
• The person matches the station’s available advertising air time with a client’s need, selling a time slot or program that will improve the client’s sales.
• The individual in the position analyzes a client’s products or services, obtains detailed information about its business, and explains the size and type of audience that can be reached with particular advertising formats.
• The person must also be familiar with the station’s programming and specific audience shares and ratings.
• They analyze all research data and devise sales presentations, including charts, graphs, rating records, and other audience research data, and they often screen programs for clients.

Traffic
• The traffic is in charge of the detailed scheduling of all programming for the station, including programs, station breaks, commercials, and public service announcements.
• This individual prepares the daily operational log, which details the minute-by-minute broadcasting operation from sign-on to sign-off.
• In many circumstances, the traffic writes on-air promotional copy for the station announcers to use during station breaks and as transitions between programs.
• The position usually reports to the General Sales Manager but may report to the Program Manager instead.
• The traffic keeps a continuous record of all available commercial air time and informs the sales department when slots are open and when they are sold and scheduled. The traffic also ensures that there is a time seperation between advertised products of a similar nature, and that commercials adhere to regulations and to the station’s broadcast standards.

-----------Topik 6

MANAGEMENT FUNCTION OF BROADCAST STATION

Broadcast station's general manager is responsible to the owners for coordinating human and physical resources in such a way that the station's objectives are accomplished. In discharging the management responsibility, the general manager carries out four basic functions: planning, organizing, influencing or directing, and controlling.

1. Planning
Planning involves the determination of the station's objectives and the plans or strategies by which those objectives are to be accomplished. The outcome of planning is a decision. How do we make a good decision?

2. Organizing
Organizing is the process whereby human and physical resources are arranged in a formal structure, and responsibilities are assigned to specific units, positions, and personnel.

3. Influencing or Directing
The influencing or directing function centers on the stimulation of employees to carry out their responsibilities with enthusiasm and effectiveness. It involves motivation, communication, training, and personal influence.

4. Controlling
The control process determines the degree to which objectives and plans are being realized by the station, departments, and employees.

---------------Topik 7

PLANNING

Functional Theory
By Randy Hirokawa

Functional Theory of group communication views the process as an instrument by which groups make decisions, emphasizing the connection between the quality of communication and the quality of the group output. Communication does a number of things, or functions in a number of ways, to determine group outcome. It is a means of sharing information, it is the way group members explore and identify errors in thinking and it is a tool of persuasion.

According to John Dewey, Problem Solving Process has six steps.
Steps of Problem Solving Process :
1. Expressing Difficulty
2. Defining the Problem
3. Analyzing the Problem
4. Suggesting Solutions
5. Comparing Alternatives
6. Implementing the Best Solution

According to Randy Hirokawa, Group decision making process mirror that of Dewey, consisiting of five steps :
1. Identify and Assessing a Problem
2. Gathers and Evaluates Information
3. Alternatives Proposals
4. Objectives
5. Evaluation

The factors contributing to faulty decisions are easily inferred from this decision making process:
1) Improper assessment of the problem, which stems from inadequate or inaccurate analysis of the situation
2) Inappropriate goals and objectives
3) Improper assessment of positive and negative qualities
4) Inadequate information base
5) Faulty reasoning from the information base