Title: Management Strategies for Local Brand Expression Through Organizational Learning in Regional Independent TV Stations: A Case Study
Stream: Media Management and Economics
Presentation Type: Oral Presentation
Authors:
Katsumi Suzuki, Kochi University of Technology, Japan
Abstract:
Due to satellite broadcasting or webcast and the Internet including SNS, current entertainment has diversified. As a result, people are no more so much interested in television like before. The time spent watching television has decreased, making it difficult to manage not only local stations but also unique-styled Japanese TV stations called “Fifth Television Network” which not only produces programs but also sells them. In addition, the Fifth Television Network can widely be watched by audience while making local affiliated TV stations’ position challenging. Under these circumstances, my research questions are why are certain prefectural independent TV stations sustainable and developing and what their key factors that increase its existence value are.
As for the research method, interviews with the person in charge of TV organizations and productions, interviews with audiences and street questionnaire surveys were conducted through two local stations; Kyoto Broadcasting System and Mie Television Broadcasting. How the local independent stations consider their programming and how they are supported by local audiences became the key factors to survive.
The research reveals that "organizational learning" is the origin of the continuous programming of independent stations, and the two stations apply organizational learning and “regional resource programs" such as local documentaries. It is also found that other successful prefectural independent stations present popular anime shows which are loved by the local people. In the end both organizational learning and regional resource programs are the ways to explore new possibilities for existing in TV media.
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