USC School of Cinematic Arts Syllabus Managing Television Stations and Internet Media “Managing Electronic Media, including TV Stations, Broadcast and Cable Networks, and the Internet” CTPR 461 /Section 18562R / SCA 209 Wednesday 6:30-9:30 PM Fall 2011

Instructor: Dick Block / 310 452 3355 / [email protected] Assistant: All Mendoza / 619 249 / 8336 / [email protected] Office Hours: Wed 3-6. The instructor would like to meet with every student. Please contact Ali for an appointment.

INTRODUCTION

CTPR 461 spreads its wings beginning with the fall semester to include cable, radio and digital mass media in addition to TV stations and networks. The latter, with their dominant audiences and advertising revenue, will continue to be featured; however, they will now share the stage with other established and emerging electronic media.

As in the past, weekly guest speakers will continue to play a key role for the real-world insights that they bring to the class. In some instances speakers also represent opportunities for students to develop potential contacts for involvement in their respective industries and companies during and after graduation.

The tradition of a fieldtrip to a TV station will also continue, where convergence has expanded classic TV broadcast services to include multicast channels, digital mobile programming, Websites devoted to news, and social media.

Finally, the primary goal of the class is that students will gain a unique understanding of the dynamics of each category of electronic media including current issues, economics and terminology.

CLASS FORMAT

The STANDARD ASSIGNMENT, due prior to class, is (1) To write-up the PRECEDING WEEK’S guest speaker in a minimum of 100 words--the more detail the better; and (2) Report in 50 words or more (not merely repeat) three current stories from the same number of from the Internet sources listed in the syllabus following the semester schedule.

It is important that students explain why they chose the story and its importance to a manager. The subject matter should not be something that would be covered in any depth in the general press. Thus, subjects such as “CBS Wins Sunday Night,” and “Cable Nets Get Off to Rough Start” would not receive credit. But please do note the source and the date.

Finally, as in the real world, we’ll be jumping from subject to subject and business to business. Most of those whom you’ll meet will have had experience in several media, and touch on several of them regardless of their main responsibilities. For example, your instructor has managed radio and TV stations, created cable networks, produced video and audio programming, and even tried his luck at teaching.

CLASS DISCUSSION will include such topics as last week’s speaker and reports on stories from the trade publications. A byproduct of the student involvement here is that it should help in preparing for situations both here at USC and after graduation that require being “Good on [her or his] feet. “

TEXTBOOK We usually don’t have a textbook, but we are going to experiment with “Electronic Media Management 5th Edition” by Alan Albarran for a few students this semester. Dr. Albarran will be our 3rd week guest speaker.

GRADING. Weekly Assignments: 40% Class Participation / Attendance 10% Midterm 20% Final 30%

A 91-100% B 82-90. C71-81.D 62-70.F 61

Schedule—Subject to change.

Week 1: August 24 6:30-8:00: Guest Speaker: Kevin Frazier, Co-Anchor, The Insider (CBS Television Distribution) .8:00-9:30: Lexicon 1 “Industry Trade Associations”,” Local TV Ratings; Comparative Industry Revenue; Review reading resources; Discuss early start of fieldtrip.

STANDARD ASSIGNMENT:

Week 2: August 31 6:30-8:00: Guest Speaker: Spencer McCoy, VP & General Sales Manager, KABC-TV 7, Los Angeles (ABC O&O). 8:00-9:30: Lexicon 2 “ Government & Regulation.” Class Discussion, Radio Ratings. STANDARD ASSIGNMENT

Week 3: September 7 6:30-8:00: Guest Speaker: Alan B. Albarran, Ph.D, and Chair Communication Dept, University of North Texas, Author: Electronic Media Management. 8:00-9:30: Lexicon 3 “Cable & Ads. Class Discussion STANDARD ASSIGNMENT:

Week 4: September 14 6:30-8:00 Lexicon 4 “News.” Class Discussion: 8:00-9:30 PM Guest Speaker: Chris Archer, Strategic Consultant, SmithGeiger Consumer Market Research and Consulting. STANDARD ASSIGNMENT:

Week 5: September 21 6:30-8:00 : .Lexicon 5 “Programming.” Class Discussion. 8:00-9:30 Guest Speakers: LaFern Cusack, Dir Community Affairs, SCBA, Producer/Host KSPN & Radio Disney LA; Dianna Jason, VP / Marketing & Promotions, KPWR “Power 106 FM;” LaFern Cusack, SCBA; Dave Severino, VP/Director of Sales, KABC AM 790 / KLOS FM 95.5, and others TBA STANDARD ASSIGNMENT;

Week 6: September 28 6:30-8:30: Guest Speaker: 8:00-9:30: “Social Media,” Andrew Eklund, Founder & CEO, Cineron. 8:00-9:30 Lexicon 6 “Research; Class Dissuasion. NONSTANDARD ASSIGNMENT: DVD Student Career Workshop at USC (RT 2’30), April 9, 2011. Write-up in a minimum of 75 words each speaker and event, including the interview and Q&A, due Week 8, October 12.

Week 7: October 5

Please note the early start time and allow at least 45 minutes to get from USC to KTLA. Also, students must complete and submit the special USC form for off- campus events to be eligible to participate.

6: 00-8:00 Fieldtrip: KTLA, CW 5, Tribune Broadcasting, 5800 Sunset Blvd, 323 460 5500. Host: John Moczulsky, VP/Station Manager. 8:00-9:00.

NONSTANDARD ASSIGNMENT: Student Career Workshop, 2nd week.

DRIVING NOTE: Surface streets at this time of day may be better than Freeways (See MapQuest.)The station is about 9 miles from the SCA building. North (RIGHT) on Vermont to west (LEFT) on Sunset.. Then South (LEFT) at Van Ness to enter the parking lot. Landmark: An old radio tower with “KTLA” in lights.

Sunday October 9

Noon-1:30 PM Optional Midterm Study Group Brunch

Week 8: October 12 : 6:30-8:00 Guest Speaker: Doug McCormick, former President “Lifetime” and “iVillage.” Currently, partner RHO venture capital, board member of “Ovation,” and LIN Broadcasting. 8:00-9:30 Midterm. STANDARD ASSIGNMENT.

Week 9: October 19: Guest Speaker: 6:30-8:00 Shanna Preve, Content Partnerships, GoogleTV—or-Joe Garbarino, Director, Digital Initiatives, Sinclair TV (57 stations.) 8:00-9:30 Lexicon 7 “Sales,” Class Discussion. STANDARD ASSIGNMENT

6:30-8:00

Week 10 October 26 6:30-8:00 Guest Speaker:, 7:00-800 Peter Gaffney, SVP, Programming Scheduling & Acquisitions, History Channel 8:00-9:30: Lexicon 8 “Stations”; Class Discussion. STANDARD ASSIGNMENT

Week 11 November 2 6:30-8:00 Guest Speaker: Dan Brenner, Esq., Partner, Hogan Lovells, Washington DC; 8:00-9:30 Lexicon 9 “Technical.” Class Discussion. NONSTANDARD ASSIGNMNT: Select and provide rationale in 50 words or mope from the ten most important dates in the Short History of American Electronic Media. (See section after gold separator in Syllabus.)

Week 12 November 9 6;30-800 Guest Speaker: Chris Ender, Senior Vice President, Communications, CBS.; Class Discussion. STANDARD ASSIGNMENT

Week 13 November 16th 630-8:00 Guest Speaker: Doug McCormick, Rho Cap Partners, Former President iVillage.com and Lifetime.8:00-9:30, Class Discussion. STANDARD ASSIGNMENT

Week 14 November 23 No Class Happy Thanksgiving !

Week 15 November 30: 8:00-930: Lexicon 9 “: Technical: Prep for Final; 8:00-9:30 Wendy McMahon, VP, Creative Services & Programming, and Candace Hirleman, Manager, News Promotion KABC-TV Los Angeles.

Week 16 December 7 FINAL 7-9 PM

Have wonderful holidays…and watch the Rose Parade!

LIST OF APPROVED READING SOURCES

ALL THINGS DIGITAL Internet Digital B&C Broadcast & Cable Business Slant BUSINESS INSIDER Internet C21 (Daily) International TV Comprehensive CABLE U US Cable Networks Weekly Roundup CYNOPSIS US TV Daily report CYNOPSIS :KIDS ! TV / US & Intl Daily Report THR REPORTER Hollywood-plus Daily Newsletter INSIDE RADIO Radio Daily report MEDIABIZBLOGGERS Opinions Daily MEDIADAILY NEWS All media Comprehensive MEDIA REDEFINED Internet Comprehensive MULTICHANNEL NEWS Cable / Satellite Augments weekly NETNEWSCHECK Local Digital Media Daily PAID CONTENT Internet Comprehensive RADIO SALES TODAY RAB RBR & TVBR Cable, Radio & TV Comprehensive RAPID TV NEWS International TV Newsletter-plus TECH CRUNCH Internet Blogs THE MORING BRDIGE Financial EVENING too TRI-RADIO Radio (including ratings ) Comprehensive TV FORMATS WEEKLY US & Intl TV Newsletter TVNEWSCHECK TV Stations Comprehensive TV WEEK TV Daily / Comp Variety Hollywood-plus Daily Newsletter WORLD SCREEN TV / Intl & Kids Daily

STUDENTS WITH DISABILITIES: Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure that the letter is delivered to the Professor as early in the semester as possible. DSP is located in STU 301 and is open 8:30 am-5:00 pm, Monday through Friday. The phone number for DSP is (213) 740-0776

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