The operation of Maltese TV stations : a critical appraisal

Abstract

Purpose: This dissertation appraises the operation of Maltese Television (TV) stations and, where applicable, highlights the differences that exist between foreign and Maltese stations. It also studies the possibility of better management of funds and determines how policies are governed. Ultimately, it aims to establish the best way to use the limited airtime available to maximise viewership and profitability. Design: The objectives of this research were reached by interviewing the Head of Programmes of the following Maltese public TV stations: TVM, NET and ONE. An interview with the accountant of a private station was also held to highlight the differences which may exist between private and public stations. Other interviews were held with lecturers at the Faculty of Media and Knowledge Sciences within the University of Malta. Findings: The operation of a TV station is not straightforward. Every station has to be constantly aware of the rules issued by the Malta Broadcasting Authority (MBA). Thus, a station has to adapt its strategy every time new rules are issued or updates made to make sure that it adheres to them. An interesting point which was noted is that the charging rates of an international station depend upon the percentage viewership per week. Conversely, the charging rates of Maltese stations depend mainly on the popularity of the programme and timing slots. From the interviews, it emerged that a TV station has to provide an alternative to what other stations are broadcasting. This offers the possibility to other low-budget advertisers to advertise their products while also giving the possibility to other stations to increase their viewership and, consequently, their profitability. Conclusions: Every interviewee agreed that broadcasting rules should be clearer as it is impractical to question whether one is doing the right thing every single time one is in doubt. Interestingly enough, none of the stations has a proper system of how a programme can be controlled. For this reason, the MBA needs to consider implementing a proper operation system to avoid unnecessary penalties imposed on stations. Value: In Malta, literature regarding the operations of TV stations is scarce. Thus, this dissertation could be used by Maltese TV stations to understand how their competitors are operating. The recommendations made at the end of this study should help in this respect.