TEL 320
Telecommunications Program Analysis
Fall 2000
Tuesday and Thursday - 9:30 to 10:45
CB 219 (White Hall Classroom Building)
TEL
320 Schedule
TEL 320 Brief Assignment
TEL 320 Final Project
Information
Instructor:
| Sean Baker | |
| University of Kentucky | |
| School of Journalism and Telecommunications | Phone: (606) 257-8204 |
| 107 Grehan Building | Fax: (606) 323-3168 |
| Lexington, KY 40506-0042 | E-mail: sdbaker@pop.uky.edu |
Office Hours: EGJ 213 (Grehan Building)
Thursday 11:00 - 12:00, And by appointment
E-mail is the most efficient means of contact.
Course Overview: TEL 320 is intended to introduce students to the theoretical perspectives and practical aspects of electronic media programming. It is designed to "assist students in developing criteria for analyzing structure and content of program material and for analyzing the relationships of audiences, programs, and American telecommunications systems" (UK Bulletin).
A majority of our time will be spent on the broadcast/cable sectors of media programming. Increasingly, it is becoming difficult to differentiate between "content providers." For example, is WebTV cable, the Internet, or both? Thus, we will focus on these convergent media forms as well. Overall, upon completion of this course students should have a good working knowledge of:
- historical aspects of programming and content;
- the "how's" of program decision making;
- criteria for evaluating program quality and effectiveness;
- audience and advertiser attraction and maintenance;
- organizational structures, behaviors, and norms of the telecommunications industry;
- the use of research by media organizations;
- legal and regulatory issues surrounding programming;
- ethical considerations; and
- the impact of new media technologies on content.
Texts and Other Readings:
There are three types of reading materials that are required for this course.1. The textbook is: Eastman,
Susan Tyler and Donald Ferguson. 1997. Broadcast/Cable Programming:
Strategies and Practices. (Fifth Edition) Wadswoth. Belmont, CA.
2. A course pack available at: Johnny Print (547 Limestone; 254-6139)
3. Occasionally, I will distribute materials in class or add
hyperlinked, web sources from the Internet.
Consequently, you need to refer often, on-line to the electronic form of this
course syllabus. The on-line version of the course is
the only current, authoritative version. As a rule, I will not distribute
handouts and revisions of the course outline in printed form. It may be found
at URL:
http://www.uky.edu/~sdbaker/tel320/schedule.html
Be sure press refresh/reload on your browser when viewing the syllabus or linked handouts over the quarter to be sure you are looking at the most current versions.
Format: The basis of our class approach is a mix of structured lectures, group discussion and individual research. This is punctuated by live and computer/network/videotape demonstrations. Given the cumulative nature of the course content and many of the readings, it is important for you to keep pace.
Work: There will be a mid-term and final in this course. You are expected to participate both in class and through electronic discussions. There will be 2 to 3 "pop" quizzes throughout the semester which will be given with no notice from me. There will be no make-ups for any pop quizzes. A final project is required and must be presented to the class for feedback from me and other students. Also, you must present a short "sales pitch" as a proposal of your project. Specific instructions on assignments, exams, and the final project will be distributed in class.
Grading: Your grade in TEL320 has the following breakdown:
What: |
Points: | |
| Briefing Assignment | 15 | |
| Participation/Discussion/Quizzes | 15 | |
| Midterm Exam | 20 | |
| Final Project Proposal | 5 | |
| Final Project | 25 | |
| Final Exam | 20 | |
| Total | 100 | |
You are responsible for these as well as conventional materials (texts, handouts, tapes). Attendance is mandatory (unless excused by illness or other urgent need). Missing assignments (unexcused) will count as zero and late assignments will receive a 10% grade reduction per calendar day they are late.
UK grading system is based on a 4.0 to 0.0
scale. Here is my policy regarding letter and numerical equivalency:
A |
Above 90% |
| B | 80% - 89% |
| C | 70% - 79% |
| D | 60% - 69% |
| E | Below 60% |
Plagiarism (knowingly representing someone else's' work as your own) is not acceptable behavior in universities, nor is coping materials from your classmates. I will spot check papers for plagiarism. Any form of cheating will not be tolerated and papers/assignments/test with clearly plagiarized material will result in course failure and university officials on academic conduct will be notified.
Exams and Assignments: The exams will cover lecture, reading, video, and other course materials.
In the Briefing Assignment you will work in a group of two students to study an important question related to programming practices, social/cultural values of programs, and/or institutional or technological developments that influence programming or content providers. After carefully assessing the historical evidence, current status, and different values or policy positions underlying the question, your group will come to a conclusion. This conclusion could take the form of recommendations for action, a set of options for decision makers, needs for further research, etc.
You will brief the class on your work in a 30-minunte presentation, followed by class discussion. Audio-visual aids can be used (I encourage you to use them). As part of the Participation/Discussion/Quizzes grade, those students that are not giving the briefing (i.e. the audience) will turn in a short response to the presentation at the end of class.
The assignment simulates what occurs on a regular basis at the management levels in media organizations. Staff members are frequently called upon to gather research, write, and present briefing (or position) papers on issues that are salient to long-term, strategic interests of the company, an entire industry, an agency, or an interest group.
Some example briefing topics include:
- How has children's TV programming changed in the last 10-15 years, and what trends seem to be emerging now and in the near future?
- What is the potential impact of high-resolution television ((HDTV) on cable programming?
- Is the Internet a viable outlet for independent film makers? If so, how can this be accomplished?
- What is the social and cultural significance of convergent media forms (i.e. Pokemon)?
I will discusses this further during the third week of the semester.
For the Final Project Assignment you will work in groups of 3 to 4 students. This project constitutes a majority (30%) of your grade outside of the exams and should be at least 15 double spaced pages (Most will be around 20 pages). You should apply many of the skills, key ideas, and analysis strategies covered during the course. Choosing from several scenarios, you will propose a venture that captures the imaginations and loyalty of viewers/listeners and hopefully revenue as well.
For this assignment, you will propose the creation of a new program service, or an overhaul of an existing one. Some example scenarios include:
- Write, produce and distribute a new first-run syndicated TV program.
- Start up a new cable network-advertiser supported, premium, or pay-per-view.
- Carry out a total format change for an existing radio station in a medium or large market.
- Start up your own own Internet content provider service.
- Create a high-level and self-sustaining Web site for an established media organization.
- Market an idea for an innovative cross platform media campaign.
Your goal is to insure that your new and/or improved program service will become a leader in its field. To assists in this venture, consider the following questions:
- Is there a demonstrated need or interest in the new program service? What have you learned about the target audience(s) and the market(s) in which the service will be introduced?
- What competition will your new service face?
- What is the "concept," and how will it be realized?
- Can you acquire (or produce) the content in a cost-effective way?
- What are the production start-up costs? What are the costs for distribution and market entry?
- How will you publicize it?
- How will revenue be generated (E.g. advertiser support, user fees). After its launch, how will you evaluate the audience for the program or service?
- What are the potential legal and/or regulatory concerns?
Other questions will arise before you are done. Basically, this assignment involves a routine business plan, the creative concepts of programming, and audience/marketing forces as well. You have a chance to pursue a vision for a specific kind of media product, so I encourage you to be creative and insightful. However, you are also responsible for economic feasibility.
In early October (pending the pace of the course) I will further discuss the final project assignment. I will announce this date well in advance.
During the last week of the semester you will present your project to the class.