20476 - TELEVISION
Department of Management and Technology
Course taught in English
Go to class group/s: 31
Course Director:
ANDREA QUARTARONE
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 https://tbivision.com/ [ENG], or http://www.primaonline.it/tag/televisione/ [ITA].
Mission & Content Summary
MISSION
Twenty years ago, the so called digital revolution, the explosion of internet and, later on, the success of social network. Someone said it could be the end for the television industry: it was not, but the time needed a new, difficult equilibrium in competitive dynamics and value generation models. Then it came a new “golden age”, with an increase in players number and dimension, the emergence of new business models and a growth in content viewing, with development in different consumption pattern, new tastes and new objectives. Now, it’s time for a third stage of the process, because the main digital global media companies are bringing the strategic game to a faster, stronger, bigger level.
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 day-by-day 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 proactivi
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. New frontiers and markets, new business and offering models, new challenges and opportunities.
3. Audience analysis: typologies, fragmentation, models of attention, interaction and relational engagement, etc.
4. Editorial processes and content production: ideation and production of new content, dynamics and structures in TV programming, emerging editorial trends, etc.
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 sides 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 | |
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ATTENDING STUDENTS
Attending students assessment is based on:
- Individual partial assignment (35% 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 (35% 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 75 mins and is made by 3 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 mentioned in the syllabus.
NOT ATTENDING STUDENTS
Two textbooks, to be communicated in the syllabus and on Bboard at the very beginning of the course.
Last change 16/07/2020 18:01