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Media management is seen as a business administration discipline that identifies and describes strategic and operational phenomena and problems in the leadership of media enterprises. Media management contains the functions strategic management, procurement management, production management, organizational management and marketing of media enterprises. The transfer of successful managerial practices from the private to the public sector is an important approach used by modern media organizations. Media management is distinctive also in ethical dilemmas that are obvious also in television organizations. Any organized community of people (organization) needs to be constantly administered and managed, regardless of its formal structure (private or public corporation, institution, association) or its size and the socio- political arrangement in which it operates and develops. However, most of those who have studied organizational issues from a scientific or political point of view paid most attention to the analysis and content of two primary organizational functions, that is, management and administration of organizations in concrete political and economic circumstances.After the completion of the course the learner will be able :· To identify the general principles and theories of management relevant in media organizations.· To explain the working mechanisms of media organizations and apply the principles to them.· To analyse the different managing functions of media houses to develop a critical appreciation of their roles and challenges.· To evaluate the effectiveness of various management strategies in media and entertainment industries.· To develop new approaches or strategies for managing contemporary and emerging media organizations, demonstrating competence as a media industry professional.
