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Title: Public versus private broadcasting in Malta : reengineering change and attrition in the market place
Authors: Massa, Nathaniel P. (2000)
Keywords: Broadcasting -- Malta
Strategic planning -- Malta
Issue Date: 2000
Citation: Massa, N.P. (2000). Public versus private broadcasting in Malta: reengineering change and attrition in the market place (Master's dissertation).
Abstract: Availing of unbarred access to Public Broadcasting Services Ltd. company information, interviews with PBS management and workforce, using relevant data collected over a three-year period from different broadcasting entities, and Broadcasting Authority surveys for radio listenership and television viewing, the dissertation evaluates the Maltese broadcasting scene and related industries impacting on its development. In particular it analyses public broadcaster PBS' performance vis-a-vis the competition in a saturated and increasingly volatile and competitive market, particularly its main rivals Super 1 and Net TV. Following a brief chronological account detailing the legal and commercial aspects of radio and television transmission in Malta, as well as highlighting socio-political reasons for growth and attrition in the market-place, the dissertation examines the widespread repercussions following suspension of PBS' monopoly in 1991, the liberalisation and deregulation of the local market, and the rapid proliferation of radio and television stations. The reasons that led to an abnormal situation where political parties are granted national licenses for radio and television are seen as an insidious cause of attrition for public broadcasting, which throughout the years has had to carry media analysts' and taxpayers' disapproval. In evaluating current developments, the dissertation examines the motivations and strength of the various stakeholders in the different categories, discusses re-grouping and shifting audiences, programming and its links with advertising, as well as increasing financial and environmental uncertainty in the broadcasting industry arising from aggressive competition for share in a narrow market, and from the threat of new delivery mechanisms, particularly Digital TV. Within the larger framework of EU liberalisation policies and general directives, the dissertation examines whether in terms of its remit to "educate-inform-entertain" and recent heavy losses in ratings taking it to the border of irrelevance, PBS still retains a valid social role that justifies public funding. In this connection, it critiques recent Government commissioned reports which recommended "winding down" the organisation - widely perceived as "dismemberment" by employees and seen as retrograde by most media analysts at a time when Malta gears itself economically and politically in its application for full membership of EU. In seeking to urge PBS management towards more efficient structures and effective business processes, the dissertation evaluates PBS' resources and core competencies, as well as leading policy-makers' perceptions of PBS' strategic capabilities for change. Following analysis, it makes specific recommendations with regard to functional and business processes. Drawing on a number of management and market models/paradigms, it urges widespread reform tl:1rough strategic options (generic/directional) which PBS could utilise to formulate and implement strategies and processes successfully to withstand attrition and survive.
Description: M.B.A.
Appears in Collections:Foreign dissertations - FacEma

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