Broadcast media management: practices in radio and television in Nepal

Abstract

This study examines the management practices within broadcast media organizations in Nepal, a subject of ongoing interest due to the media's profound societal impact. It aims to assess the management strategies of these organizations, identify areas for enhancement, and understand media managers' perspectives on media management's unique nature. Adopting a mixed-methods approach, the study combines qualitative and quantitative data collection through surveys, interviews, and observations. The main focus of the study is to assess the management practices in broadcast media organizations of Nepal to identify areas for improvement. The study also intends to have an understanding of media managers' perspectives on the field of media management. The research involved a questionnaire survey with 100 media managers from various radio and TV stations, and in-depth interviews with ten interviewees including broadcast media managers, broadcast media management scholars and experts. The study finds that 90 percent broadcast media managers heard of the term media management, 78 percent acknowledge that media management refers to the overall management of media organizations, 59 percent understand the goal of media organization as public service with reasonable profit, 91 percent agree that each media product is distinct, 100 percent agree that media should be accountable to public, 97 percent agree media industry is creative, indicating their satisfactory level of knowledge on the concept and meaning of media management. The findings of this research indicate that although Nepali broadcast media managers are familiar with the principles of media management and employ democratic and participatory management styles, they struggle to effectively apply these practices. Modern technology and standardized human resource practices are significantly used, but foundational management knowledge is lacking, leading to financial difficulties due to insufficient revenue generation. Smaller media entities, often family-run, face additional institutionalization challenges. The findings further highlight that media managers have also utilized computers and the latest technology in their organizations, and they have practiced human resource management with a universally accepted free and fair recruitment process on a merit basis. However, they are still lagging in instilling the fundamental knowledge of management in their organizations. They are involved in planning, organizing, leading, and controlling in one way or another but cannot practice these aspects properly in their organizations to avoid the survival problems resulting from insufficient revenue generation. The study further highlights that most broadcast media organizations, except some corporate and state-owned entities, are experiencing financial crises due to ineffective management and insufficient revenue generation. Moreover, smaller broadcast media outlets, such as FM radio and local TV stations, often remain unstructured and are typically operated by family members. Keywords: Broadcast media, general management, media management, media economics, mixed methods.