Media research at a TV station

Date of publication: October 20, 1998

Author: Thomas Neumann

Abstract:

The paper makes the case that many TV stations underuse the opportunities offered by media research. We distinguish research for learning (program department, general management) and research for teaching (sales department). Preferably, both are handled in one research department to use the synergies of data from the same sources, and to avoid the traps of over-interpreting data for the sake of teaching. Some illustrative cases are discussed.

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