Org Chart of a Telecom Company - PowerPoint

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					   Leading for Growth in
  Broadcasting‟s Changing
          Space
     Marcellus Alexander, Jr.
Executive Vice President, Television
         President, NABEF
           July 23, 2006
   Advertising Tax




                         Spectrum Fees
Indecency


          Free Airtime




   Advertising
   Free AirtimeTax
   Indecency
   Spectrum Fees
     Advocacy
1. Telecom Act Rewrite
2. Ownership Rules
3. Closed Captioning
4. DTV Transition

                           Closed
                            DTV
                          Telecom
                         Ownership
                         Transition
                          Rewrite
                         Captioning
                           Rules
            What To Expect…

1. Leadership
2. TV’s evolution as a business
3. What’s shaping today’s media space
4. Answer your questions
  Why should anyone be
       led by you?
• Because you’re the Boss
• It’s on the org chart that HR put
  together
• You can’t be a manager if they
  don’t follow
• It’s a family business…your last
  name is the company’s logo
To be a leader, you need…
 • Vision
 • Purpose
 • Energy
To be a GREAT leader, you
 • Vision
          need…
 •   Purpose
 •   Energy
 •   Passion
 •   To know yourself
 •   To know your differences
 •   To know your weaknesses
 •   To know how to adapt
“Leadership is having an
irrational sense of hope and
optimism with a plan to back it
up.”
"Those who cannot remember
the past are condemned to
repeat it."
              George Santayana
                  (1863 – 1952)
Television’s evolution as a
        business…
  “What a business!!”
   (Late 60‟s – Early 70‟s)
 Double digit revenue & profit
  growth
 40-45% profit margins
 Healthy business/economy
 GMs played lots of golf
 Life was good!
    “Our business is changing”
             (Mid 80’s)
   Competition from cable had
    begun
   Network audience share
    erosion
   Independent stations were
    growing
   Many felt this was temporary
   Good times would return…
“Our business has changed”
            (Late 80’s)
 Audience fragmentation
  continued
 GMs were attempting to
  protect rather than grow profit
  margins
 Some long-time broadcasters
  felt “good old days” would
  return…
 “Our business has changed and
    will never be the same”
             (1990)
 People began to believe what
  they were seeing
 Begrudgingly they came out of
  denial
 Concerns led to expense cuts,
  restructuring/downsizing
 Less golf for GMs…longer hours.
“If we are to survive, we must make
 fundamental change to the way we
      operate our business”
               (1991)
 Two of the three largest networks
  lost money.
 Network/affiliate compensation
  model is discussed
 Network program expense sharing
  considered
 “Smart Sizing” continues…
    “It‟s still a good business, but we
    must identify & usher in change.”
                    (1992)
   Profit margins stabilize at better run
    stations to 25 – 35%
   FCC regulations are changing
   Technology is no longer light years
    away…it‟s here now
   People who are comfortable with change
    are doing well…others opted out or
    stressed out
   Innovation, alliances, joint ventures…
   “Who‟s on first…and where is
              second?”
            (end of 1994)
Affiliation changes begin with Fox
 setting dominoes in motion
Networks look to upgrade stations
Begin more aggressive acquisition
 strategy
Viewers are confused and
 upset…don‟t understand why
 changes occurred…
 “The information „super highway‟ is
   here. We must build our lane or
         become road kill.”
             (Late 90‟s)

 Innovation becomes a necessity
 Flexibility increases in importance
 Strategic thinking/planning
  essential
 Deregulation embraced at the FCC
 Internet impact is felt…
        Perspective…
• Newspaper: 256 years before it reached
  50 million readers
• Radio: 38 years before it reached 50
  million listeners
• Television: 13 years to reach 50 million
  viewers
• Personal Computer: 16 years to reach 50
  million users
          Perspective…
• The Internet: 4 short years to reach 50
  million users
  • In fact, in the last two years alone, 25 million
    users were added (185 million users total).
• iPods: 4 years to reach 37 million units
  sold
  • By end of 2006, Apple will have sold 1.37
    billion songs through the iTunes Music Store.
“We must push the advancement of
 technology and remain relevant.”
             (Today)
 Consolidation for efficiency
  continues
 Competition has stiffened
 TiVo, DVR and VOD usage
  grows
 DBS/Telco services are
  growing…
Museum of Media History
Portrays a series of ”What If…” factors
Each ripples into possible alternatives
Points toward new convergent business
 possibilities
The year is 2015…
  A Parable of the Future


      MMH
Museum of Media History
Museum of Media History
Portrays a series of ”What If…” factors
Each ripples into possible alternatives
Points toward new convergent business
 possibilities
The year 2015…
  A WARNING or a ROADMAP into
             Convergence?
What‟s shaping
broadcasting‟s
   space?
           Change
There will be more change in
 the next 5 years than there has
 been in the past 50.
       Technology

“I was born when…hardware
was a store on main street
and software wasn‟t even a
word…”
- Don Hewitt @ NAB2006
                                                                                                 NBC Universal, Wurld Media
                                                                                                 P2P Content,
                                            … NBC and DirecTV make popular shows available       IMediaConnection.com,
                                            for those who prefer TV on their schedule, Red       November 21, 2005
                                            Herring, November 8, 2005


Apple Unveils Video-iPod, Strikes TV Deal
With ABC, Fox News, October 13, 2005



                                                CBS, Yahoo Share Comedy Online, CBSNews.com, December 27, 2005




  Peacock preening with iTunes
  presence, NBC offers 'Office,' 'Lazy'
  for iPods, Variety.com, January 2,                                                            In a First, Drama 'Jack & Bobby' Will Premiere
                                                                                                on AOL Broadband in Advance of Network
  2006
                                            New Google Video and UPN's "Everybody Hates         Debut , TV Week, July 25, 2005
                                            Chris" Premiere, Google, September 26, 2005




                                                                                             AOL and Warner say "Wait wait, me too!“, tivotoday,
    Comcast to Offer CBS TV On-Demand, CNET.com, November 7, 2005
                                                                                             November 14, 2005
  Monetizing Technology
Belo, Meredith and LIN TV
 initiatives
News & Gas on the go…
Hank Price
Gary Arlen
  Audience Measurement
Nielsen‟s “A2/M2” (Anytime
 Anyplace Media Measurement)
 In All Markets by 2011
 “Follow the video” across platforms
 Creation of research measuring
  “engagement”
 Diaries – out; All electronic
  measurement – in
 Offering commercial ratings
   DTV Consumer Confusion
 Magid Study
   Awareness of OTA digital broadcasts is low
    (25%)
   Viewers have limited knowledge about
    digital broadcasts
   Viewers are not aware of
    Who is requiring the change
    Timeline for the change
   Most alarmingly, a large number of viewers
    don‟t believe that over-the-air digital
    broadcasts will have any effect on them
    whatsoever
   Acronyms Interpreted
CRT –
LCD –
SXRD –

DLP –
HD-ILA –

LCOS –
   Acronyms Interpreted
CRT – Cathode Ray Tube
LCD – Liquid Crystal Display
SXRD – Silicon X-Tal Reflective
 Display
DLP – Digital Light Projection
HD-ILA – High Definition Image
 Light Amplifier
LCOS – Liquid Crystal on Silicon
  DTV Consumer Confusion

NAB Leadership Efforts
How to lead in your market
   Evolving Local News
Content on every platform
New business
 alliances/models
Newsgathering expense
 challenges
    Possible Solutions
Sound, strategic planning
Creating competitive advantage
Maintaining credibility, dependability and
 service to our communities
Becoming “hyper-local”
   Possible Solutions
Stations can respond by improving the
 product and its relevance to recapture
 the audience
Embrace digital technology and create
 multicasting business models that work.
Recognize that our news organizations
 must remain attentive, independent and
 accurate OR…
  Possible Solutions


Just manage costs and let the
 audience continue to drift away.
 Changing Revenue Sources
Retransmission Consent
Station Internet sales
Multicasting niche channels
   Changing Revenue Sources
$1,400,000,000                                    2002
$1,200,000,000                                    2003
$1,000,000,000                                    2004
 $800,000,000                                     2005
 $600,000,000                                     2006*
 $400,000,000                                     2007*
 $200,000,000                                     2008*
           $0                                     2009*
                 Internet Ad Dollars - Local TV
            Two Final Thoughts…
“The world is filled with two types of
 people.Those who want to be something
 and those who want to do something.
 The latter category is far less crowded!!”

“Some people succeed because they are
destined to, but most succeed because
they are determined to.”
                           -Roscoe Dunjee
Questions/
Discussion

				
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