The Curtain Falls Case Study

Team 6 Chapter Case Write-up: Chinaza Maryanne Ejiofor Krystal Gilbert Jessica Lughas Donald Hardin Stacia Andre Chapter 7 Case Application 1: The Curtain Falls Discussion Questions: 1. Would you characterize television-programming decisions as structured or unstructured? Explain. What type of decision-making conditions would you consider this to be? Explain We would characterize television-programming decisions as both depending on the problem or situation the television programming is facing. It can be structure in that television managers such as directors and producers can look back on similar problems that may have occurred in the industry and see how the situation was handled at that time; by which they can analyze straightforwardly familiar problem and solve them accordingly. However, in the case “The Curtain Fall,” once the ratings of the Leno’s show started to fall, the television programmed was faced with uncertainty considering for years the show had high ratings and great viewership. For such reasons television programming decisions can be unstructured due to the uncertainties that may accord randomly. 2. What criteria did NBC use in evaluating its initial decision to move Leno and O’Brien? Was that criteria appropriate? Why or why not? “Once a manager has identified a problem, he or she must identify the decision criteria that are important or relevant to resolving the problem.” In “The Curtain Fall” case, NBC evaluated the problem by looking at the host, other networks related shows at the same given time, audience happiness, the talent, and the advertisers. The criteria of looking at the primary stakeholders of the show allowed NBC to make a critical decision in determining that Leno should return to the Tonight Show and that O’Brien should leave with incentive. This was a great criteria to follow because the ratings after the decision was made increased and everyone was content with the change. 3. Evaluate Jeff Gaspin’s Statement, “ I don’t think its wrong to take chances… Sometimes they work. Sometimes they don’t.” What does it say about his decision making style?

Chapter 7 solutions The Curtain Falls 1. Would you characterize television programming decisions as structured or unstructured? Explain. What type of decision-making condition would you consider this to be? Explain. According to the case, this decision was “a radical experiment.” Because this was something that had never been done before, it can be seen as an unstructured decision. Also, while it was known that this format would save money, they did not know if it would be accepted by viewers, making the condition one of uncertainty. 2. What criteria did NBC use in evaluating its initial decision to move Leno and O’Brien? Was that criteria appropriate? Why or why not? It appears that NBC’s main criterion was cost of production. Primetime 60-minute dramas are traditionally five times more expensive to produce than comedy-variety shows. From this format’s failure in the prime time slot, it is obvious that other criteria should have been taken into consideration. For example, samples of viewers could have been surveyed to see if they would watch the format in primetime. It is also possible that there are different viewers that watch television at those times. 3. Evaluate Jeff Gaspin’s statement, “I don’t think it’s wrong to take chances. . . . Sometimes they work. Sometimes they don’t.” What does it say about his decision-making style? Mr. Gaspin appears to have a non-linear thinking style.

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