Info
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Course 2019-2020 a.y.

20476 - TELEVISION

ACME
Department of Management and Technology

Course taught in English

Go to class group/s: 31

ACME (6 credits - I sem. - OBS  |  3 credits L-ART/06  |  3 credits SECS-P/07)
Course Director:
ANDREA QUARTARONE

Classes: 31 (I sem.)
Instructors:
Class 31: ANDREA QUARTARONE


Suggested background knowledge

The course does not require specific proficiency on the topic, but rather a sincere interest in the television industry and its evolution. It is therefore warmly recommended to be updated on the current industry trends by regularly accessing key available resources, such as: - [IT] http://www.primaonline.it/tag/televisione/ - [US] https://www.forbes.com/media-entertainment/ - [UK] http://www.theguardian.com/media/television


Mission & Content Summary
MISSION

In the last twenty years, the digital revolution, the explosion of internet, the success of social networks and social media have brought a lot of changes to mass media industry and forced it to rethink itself. Someone said that television was going to die, but if the medium has faced a digital disruptive process, it has brought to a new golden age for it, a sort of a a digital restoration of the popular queen of media. Two sides of the moon. On one side digitization, the increasingly global scope of the industry and the maturation of new technologies for content consumption brought an expansion of the number of different players involved in TV production and distribution, and a substantial change in competitive dynamics and in value generation models. On the other hand, content consumption is constantly growing, but with new and different pattern, new tastes and new objectives. The mission of the course is to develop understanding of the television industry in the complex contemporaneity, with a focus on business strategies (with a specific on M&A) , business models, audience dynamics, content production processes and the hottest contemporary topics. In the long term the course aims to prepare people who wish to develop their professional career in the industry, making them able to grasp the key emerging challenges and opportunities and to cope with them with both managerial awareness and entrepreneurial proactivity

CONTENT SUMMARY

The course is divided into four main parts:

  1. Industry basics: players, mechanisms, strategies, business models, processes and value chain of the industry.
  2. Audience analysis: typologies,  fragmentation, models of attention, interaction and relational engagement, etc.
  3. Editorial processes and content production: ideation and production of new content, dynamics and structures in TV programming, emerging editorial trends, etc.
  4. New frontiers: new markets, new business business and offering models, new challenges.

The course adopts a broad perspective including the point of view of all the major international TV players (incumbent and emerging players, content producers, advertising sellers and buyers, companies of complementary industries, etc.).


Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Recognize and explain the most relevant strategies, processes and business models in television industry
  • Identify and illustrate audience typologies and their consumption models
  • Illustrate and explain the main TV production process from the points of view of content creators and broadcasters
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Connect and relate industrial processes, content production and audience consumption
  • Analyze and interpret main strategies and business models in current television panorama
  • Examine and predict the ongoing modifications and trends in the television industrial architecture

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
DETAILS
  • Guest speaker's talks, that provide focused perspectives on specific side of television industry.
  • Case studies, that are used as open discussion topics in class.
  • Individual and group assignments, to be developed using the interpretative tools explained in class, that are parts of the exam for attending students.
  • Interactive class activities: in the first sessions any student choose a real TV company and is asked to interact with the professor and other students about the course topics as a manager of that company.

Assessment methods
  Continuous assessment Partial exams General exam
  • Individual assignment (report, exercise, presentation, project work etc.)
  •   x  
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
  • Active class participation (virtual, attendance)
  • x    
    ATTENDING STUDENTS

    Attending students assessment is based on: 

    • Individual partial assignment (25% of the final grade): a short written report about the TV company choosen by the student, in order to assess his/her capabilities to:
      • Connect and relate industrial processes, content production and audience consumption
      • Analyze and interpret main strategies and business models in current television panorama
    • Final group project  (45% of the final grade): a short video produced by each group of students about an hot topic or a new trend in the industry, in order to assess their capability to:
      • Examine and predict the ongoing modifications and trends in the television industrial architecture
    • Class participation  (30% of the final grade): the evaluation of the quality and intensity of the student interaction in class activities and debates.
    NOT ATTENDING STUDENTS

    Not attending students assessment is based on a written exam about two textbooks. The exam lasts 2 hrs and is made by 4 open questions. The aim of this final written exam for non attending students is to verify:

    • Recognize and explain the most relevant strategies, processes and business models in television industry
    • Identify and illustrate audience typologies and their consumption models
    • Illustrate and explain the main TV production process from the points of view of content creators and broadcasters.

    Teaching materials
    ATTENDING STUDENTS

    Lessons notes, slides, papers and articles.

    NOT ATTENDING STUDENTS

    Two textbooks, to be communicated in the syllabus and on Bboard at the very beginning of the course.

    Last change 02/09/2019 10:45