Model of Broadcasting as a Model for Local Media: Distinctiveness with Market Orientation

The idea of satisfying cultural and economic dimensions of a society is the crucial issue of modern media in local environment. Management of local media organizations has become a very complex process. It is inevitable to anticipate different interests, technological changes, changes in regulation, political changes and different societal trends. The paper explores the issue of confrontation between public interest, and economic success of media organisation, and management approaches to fulfil the economic success and social responsibility at the same time. The case of Channel 4, public service broadcaster in UK, explains why it is important to attract a broader range of viewers with its programmes while still catering for minorities with new digital services. The idea of Channel 4 will be examined as a possible broadcasting model for a local media environment.