What do you mean by electronic media? Discuss the structure of electronic media.pdf

Rapid communication through latest technology has facilitated speedy information
gathering and dissemination and this has become an essential part of the modern
society. It was Marshall McLuhan who said that electronic technology is reshaping
and restructuring patterns of social interdependence and every aspect of our
personal life. Extraordinary information explosion have dramatically shrunk time
and distance and have converted our world into a Global Village. Electronic media
have transformed communication and our ability to share, store and gain
information and knowledge.
Electronic media
Electronic media are media that use electronics or electromechanical audience to
access the content.
Electronic media is the media that one can share on any electronic device for the
audiences viewing, unlike static media (Printing) electronic media is broadcasted
to the wider community.
[https://www.skillmaker.edu.au/what-is-electronic-media/]
Electronic media typically refers to information (speeches, documentaries,
interviews, advertisements, daily news, financial reports, etc.) distributed through
radio and television.
Structure of a Typical Radio Station

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Question 6: Define electronic media? Discuss the structure of electronic media.
Introduction
Rapid communication through latest technology has facilitated speedy information
gathering and dissemination and this has become an essential part of the modern
society. It was Marshall McLuhan who said that electronic technology is reshaping
and restructuring patterns of social interdependence and every aspect of our
personal life. Extraordinary information explosion have dramatically shrunk time
and distance and have converted our world into a Global Village. Electronic media
have transformed communication and our ability to share, store and gain
information and knowledge.
Electronic media
Electronic media are media that use electronics or electromechanical audience to
access the content.
Electronic media is the media that one can share on any electronic device for the
audiences viewing, unlike static media (Printing) electronic media is broadcasted
to the wider community.
[https://www.skillmaker.edu.au/what-is-electronic-media/]
Electronic media typically refers to information (speeches, documentaries,
interviews, advertisements, daily news, financial reports, etc.) distributed through
radio and television.
Structure of a Typical Radio Station

Structure of a Typical Radio Station

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The descriptions of these are in the following:
General Manager
The general manager or station manager has overall responsibility for leading the
four “core departments” and the day-to-day operation of the radio station. The
general manager must hire the department heads and establish their goals and
monitor and evaluate their performance. The general manager has
overall responsibility for the station’s business performance including profits and
losses, business and financial matters, budgeting, and forecasting revenues and
expenses. The general manager must maintain the station’s reputation in the
community. Finally the general manager must run the station in compliance with
all local, county, state and Federal government laws and regulations.
Director Program

From a musician’s point of the view, the Program Director is one of the most
important people at a radio station, because the Program Director is the person who
ultimately decides what makes it onto the airwaves — and, just as critically, what
doesn’t. It’s a common misconception that DJs pick the music they spin, but
outside of college radio, that isn’t the case: the Program Director chooses the
music (with assistance from the Music Director). Because the Program Director
has discretion over what tracks ultimately get to be played, it’s important for
beginning musicians to work with promoters who can help act as a liaison between
the artist and the Program Director.

Director News

As the title suggests, the News Director or N.D. is the person in charge of the news
program or programs on a radio station. The News Director is responsible for
digging up, evaluating, and assigning news stories for the reporting staff to cover.
The News Director also directs and supervises personnel belonging to the station’s
news department. In short, the N.D. is the person who is in charge of maintaining a
radio station’s journalistic integrity, ethics, and accuracy of reporting information.

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Director public affair

Public affairs radio programming is broadcast media that addresses matters of
public policy and interest. Educational, informative, cultural and appropriate for all
listeners of a station, this programming covers a wide range of topics important to
the community. Radio station owners, general managers and program directors
may all be involved in the decision to develop locally produced public affairs
programming, air syndicated public affairs programming, or a combination of
both.
Director sales
The sales department led by a sales manager/ director is responsible for the sale of
all commercial time to local, regional, and national sales advertisers. Larger
stations may have a sales manager for local advertisers and a national sales
manager of spot advertising accounts. The sales department usually includes a
promotions director and research manager.
Director engineering
The engineering department led by the chief engineer is responsible for keeping
the station on the air with the best signal possible. The improvement of electronic
equipment, competition from other businesses for engineering talent, and relaxed
Federal regulations has led to smaller or streamlined engineering departments at
most stations. Some stations also employ a part-time consulting engineer to keep
the station operating optimally.
Producer
Radio producers are primarily responsible for creating a radio show. They are
involved in the entire process, right from the conceptualization to the final
distribution. Radio producers generate ideas, research and develop the content,
select the audio, and also contact potential contributors and interviewees. In
addition, they are in charge of designing the schedule, handling the recording and
editing, and also managing budgets.
Radio producers interact with a lot of people and work to get the resources and
necessary equipment. They may be required to use technology for the purposes of

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editing and production. The job role also involves various other duties like
maintaining the show time and format, arranging for guests, as well as screening or
briefing callers.
Radio producers work for both national and independent radio stations. They
collaborate with presenters, broadcasting assistants, engineers, IT staff, and DJs.
They take care of the entire commercial and business aspects of a program, and
also make sure that safety and health standards are maintained.
1. Reporter
The focus of the Reporter’s role in Radio is to find and tell the stories that make up
the news or current affairs output for the station or organization for which they
work. Reporters may work for a variety of different outlets, ranging from single
local radio stations to international news organizations – and their related websites.
They may be part of a small local team, or based in a regional or national
newsroom, or in a foreign bureau. Some Reporters may also work from home,
utilizing broadband and other technology to supply material to broadcasters or
other employers.
2. Announcer
At the most basic level, an Announcer, well, announces. Of course, there’s more to
it than that. The Announcer is essentially the voice of the radio station, because the
Announcer is the person responsible for introducing content. Not only do
Announcers lead into the actual tracks – they also read the advertisements and
public service announcements that aren’t quite actual commercials. If you’ve ever
heard someone rattle off a slogan like, “X Brand, for your toughest headaches,” it
was probably an Announcer.
In addition to taking on a slew of announcement-related tasks, radio stations
Announcers also have some other responsibilities depending on factors like the
station’s size and budget. For example, the Announcer at a smaller station might be
in charge of some technical duties, such as running the control board or keeping
logs of the programs.

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Structure of a Typical Television Station

Structure of a Typical Television Station
The descriptions of these are given below:
General Manager
A general manager, or GM, is the chief executive officer of a television station.
This person manages the budget for the station, sets the human resources policies,
hires and fires senior staff, and oversees all programming and sales initiatives.
These individuals create a strategic plan for the organization and set benchmarks
for achieving goals. General Managers often have a high profile in the community
and form strategic partnerships with local organizations to raise the visibility of the
station within the market.
Managers
Station managers are the principal administrators of television stations. Managers
can be program, sales, finance, news etc. The position involves the overall
management of the station, including human resources, purchasing, accounting,
scheduling, budgeting etc.

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Program
Programming departments have a manager and assistant staff. The manager
coordinates with other departments, especially the production or engineering
department, to ensure scheduling and local television listings are accurate and up to
date. This person also negotiates with parent companies to secure airing rights for
new shows. However, the National Broadcasters Association reports that many
large stations have reduced programming departments due to content being pre-
determined at higher corporate levels. Another department with a similar function
is the traffic department, which sets the advertising schedule and helps develop and
edit a station’s master list of programming.
News
The news department is the local face of any television station. News anchors,
reporters, meteorologists and sports anchors usually become recognizable
personalities in their communities. But behind the scenes are several people that
facilitate news coverage, including the news director, makeup artists and a variety
of producers, editors and content writers. Entry-level staffers at the news
assignment desk, for instance, are on the front lines of the news-gathering
operation. They man news-tip phone lines, listen to police scanners, wade through
emails and press releases and assist editors and producers in assigning stories and
scheduling interviews.
Sales and Advertising
This is the department of the television station that generates revenue. The director
of sales overseas sales managers, including the national sales manager and local
sales manager. The former handles sales representatives from national advertising
firms, working on tight deadline to book air time for high-profile clients. The latter
supervises a sales staff comprised of account executives. Often working on
commission, account executives focus on the local market, making contacts with
businesses and other organizations in the community to sell advertising.
Advertising departments might also have production staffs that include art
directors, electronic graphic artists and voice talent, as well as market researchers
who review and interpret ratings.

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Finance Department
Finance Department is headed by Director Finance large stations and
by Executive Manager Finance at
small stations. It has to
record all business transactions according to the prevailing tax laws and
accounting principles
Engineering
This department handles the technical aspects of broadcasting and on-air time.
Under a chief engineer, otherwise known as director of broadcasting operations,
there are a host of managers, engineers and studio crew members, including show
directors, cameramen, audio board operators, teleprompter operators,
photographers, videographers, tape room editors and engineering technicians.
Master control supervisors oversee the master control room and all switchboard
operators. They monitor transmitter readings, align satellite receiver equipment and
make sure video airs in proper sequence.
Producer
A television producer (compare to film producer) is generally in charge of, or helps
coordinate, the financial, legal, administrative, technological, and artistic aspects of
a production.
Assignment editor
In journalism, an assignment editor is an editor – either at a newspaper,
or radio or television station – who selects, develops and plans reporting
assignments, either news events or feature stories, to be covered by reporters.
An assignment editor often fields calls from the public, who give news tips, or
information about a possible story or event to be covered.
Reporter
A TV reporter is assigned to cover news stories for a TV station or network each
day. Depending on their beat and the type of stories their employer covers, TV
reporters can cover everything from local events to national breaking news. They
often must be present at trials, press conferences, and city council meetings as
well.

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Presenter
A news presenter – also known as a newsreader, newscaster (short for "news
broadcaster"), anchorman or anchorwoman, news anchor or simply an anchor – is a
person who presents news during a news program on the television, They may also
be a working journalist, assisting in the collection of news material and may, in
addition, provide commentary during the program. News presenters most often
work from a television studio.
Camera crew
As the head member of the camera crew, the camera operator uses the camera as
instructed by the reporter/Director. They ensure the required action is correctly
filmed in the frame, and must react instinctively as the proceedings take place.
Conclusion
The widely available media services are changing the ways in which we live and
work and also altering our perceptions and beliefs.