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NTV Internship report 2010


By Ehsan Kabir

Table of Content

Backgrounder Page 02

Analysis of Industry Page 04

NTV Management & Public Relation situation Page 09

NTV Organization Chart Page 11

Public Relation Policies, Activities & Issues Page 12

Summary of Internship Tasks Page 16

Preferred Recommendation Page 19

Conclusion Page 22

Appendix 1: NTV Profile Page 23

Appemdix-2: NTV USA Media Kit Page 25

Appendix-3: Evaluation Form Draft Page 32

Appendix-4: Media Release Draft Page 33

Appendix-5: Invitation letter Draft Page 35

Appendix 6: Annual Gala Dinner Itinerary Draft Page 36

References Page 37

Blogs Page 40

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Backgrounder

International Television (NTV) is a private digital Bengali channel based in Bangladesh. The

channel broadcasts coverage of news, soap dramas, educational, religious and politics shows

related programs. NTV’s Programming reflects and respects the traditions as well as the

cultural values of Bangladesh. The channel started its commercial operation on July 2003 and

ever since that, there was no looking back. Within one year time during January 2004, the

channel increased its broadcast schedule from 8 hours to 24 hours. On the same year the

channel was rated as the most popular channel in Bangladesh. NTV later on expanded its

coverage more as it launched another variety channel RTV during February 2007 (NTV

Profile, 2009) (Appendix 1).

The company has its own state of the art Satellite Earth station, which broadcasts digital

signal to Telstar 10 satellite which has a downlink frequency of 4173 MHZ. With the help of

the satellite, NTV is also operating internationally in countries such as USA, UK, Canada,

Dubai, India and Australia. NTV can be found on channel 804 on Dish network in USA and

582 on Rogers’s cable in Canada. The head branch of NTV is situated in Dhaka and it

consists of complete broadcast hub meeting the highest international standards. There

international branches and representatives of NTV are located at South-East Asia, UK and

USA (NTV Media Kit, 2009) (Appendix 2).

The goal of NTV is to be the best Bengali channel not just in Bangladesh but internationally.

Therefore the company is always expanding and currently it consists of 300 employees

operating for it in different parts of the world. While the vision of the company is “Somoyer

shathe agamir pothe” which in English means “moving forward with time, for a better

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future”. Thus the company combines the usage of state of the art production and broadcast

technology with focused market and audience research in order to guarantee a schedule that

offers excellence, quality and proper content. The mission of NTV is to keep on improving

and constantly striving to reflect the needs of its key public. The company believes in being

the best and providing the best, therefore NTV is committed to care and change for the

special needs of the audience. NTV is affiliated with thriving local companies such as Build

Trade Group, Bel Construction SDN.BHD, Amar Desh Publication and RTV. It has also

established relation with international companies such as Dish network and Roger cable

(NTV Profile, 2009) (Appendix 1).

Analysis of Industry

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The media industry of Bangladesh is emerging at a very rapid pace and new channels are

introduced to the audience almost every month. Astoundingly, the number of television

viewers in Bangladesh is more than 40 million, which is a big number of viewers for a

country with merely $440 per capita GNP (Rahman, 2009). Currently there are 19 fully

established TV channels in Bangladesh of them 9 are variety channels. Advertising is the

sector where TV channels make most amount of their financial revenue, so the TV channels

heavily rely on advertisements. The advertising market of Bangladesh’s media industry was

valued $1.45 billion in the year 2002 (Creative Media Ltd, 2002). By 2008 the advertising

market increased to $14.5 billion, which indicates positive prospect of Bangladesh media

industry (Bangladesh News, 2008). The Katalyst survey discovered that television

commercials are largely dominated by multinational companies’ consumer products, mobile

telecom services and products of leading local business houses.

According to survey conducted in 2009 by Bangladesh Media Demographic, 77 Million

People have access to BTV of them 63.4 million watches the channel at regular basis.

Currently Bangladesh Television (BTV) has the highest Television Rating Point (TRP) as it

has 100 percent coverage and it is the only government owned channel in Bangladesh (Alam,

2002). BTV is also the one of the oldest and single largest provider of development

information such as child rights, vaccination, education and etc in Bangladesh (MOI Baseline

survey, 2002). The company consist of 1176 employees operating for it all around

Bangladesh (BTV, 2010). BTV can be considered as the most dominating channel in

Bangladesh and the biggest competition of NTV. However BTV also consists of weakness

such as no international coverage which means less popularity. Also the content of BTV is

government based so it is considered as biased by the audience (Research and Learning

Group Bangladesh, 2009).


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Channel i which is also a private company can be considered as a major competitor of NTV.

It was the first digital channel which was launched in the year 1999 (Channel i, 2010)

According to BDMS survey in the year 2009 Channel i was the second most popular channel

after BTV. The channel also consists of proper programme content which is enjoyed by the

audience. According to BDMS survey 2009 around 61 percent of the audience agreed the

channel is not biased. Channel i has won several national and international awards for its

excellence in different fields of broadcasting. Impress telefilms the most successful

production company in Bangladesh is also under Channel-i. Channel i is very popular

internationally as well as it is available in more than 84 countries including Australia, Asia

and Pacific Islands, Middle East, Africa and part of Europe. The weakness of Channel i

however lies in its variety, the show offered by channel i are quite monotonous. The schedule

can be considered as not as entertaining like the other channels.

The foreign channels are as popular as local channels in Bangladesh, since almost every one

of the middle class can afford it. An individual can enjoy more than a hundred channels at a

very economic rate of $5 to $10 a month. Around 34% of the population who are over the

age of 15 watches foreign channels and prefers Cable & Satellite channels (Research &

Leading Group Bangladesh, 2009).

The media industry of Bangladesh consists of major opportunities for the TV channels to

cash in; however there are few challenges which are constraining the growth of media. One

such would be the quality of the content is not as superior like the foreign channels; hence the

audience choose to watch foreign channels more than local channels. According to

Buddecomm Report (2008), Bangladesh household televisions are served by more than 2000

cable operators. Foreign, especially Indian, TV stations have large audiences in Dhaka and

other cities (BBC, 2010). Another challenge would be the lack of media penetration in rural
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parts of Bangladesh. As rural people have less access or sometimes no access to television

(Alam, 2002).

The lack of freedom of speech can be considered as the main challenges that Bangladesh

media is facing over the years. From the year 1998 till now almost sixteen journalists were

killed in Bangladesh either by political parties or gangs (IPI, 2009). All most all the TV

channels in Bangladesh are controlled by the government or political parties, hence they are

considered as biased by the audience. Politicians fail to appreciate the importance of

independent journalism and also abuse their power to allocate advertisement (IPI, 2009). The

industry also lacks aspect of public relation as most of the companies are highly dependable

on human resource to carry out the PR task. Organization are bombarded by stake holders,

employees, government, consumers, and hence organization have increasingly depends on

individuals who has the expertise in communicating and building relationships (Grunig,

2002). Public Relation can contribute majorly towards the improvement of Bangladesh’s

media industry. Public Relation professionals help to build relationship by facilitating

communication between subsystem of organization and publics in and around the

organization (Grunig, 2002). There are major opportunities to enhance the field of public

relation in this industry, but however it lacks of proper PR personals.

NTV is a fully established channel which has topped the ranking before and now it is still

considered as one the prominent television channels of Bangladesh. According to the AC

Nielsen National Media & Demographic Survey 2006 NTV was the most popular channel in

Bangladesh. The channel operates 24 hours a day and has international coverage unlike most

of the channels. One of the reasons of NTV being popular among the audience is because it

has to offer a variety of show starting from news, dramas, reality show, animated shows and

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many more. One of the most popular shows among the youth produced by NTV is Close-up 1

Tomake Khujche Bangladesh. The singing competition/reality show proved to be one of the

biggest hit of the year 2008. As 86,000 young contestant singed up just to participate and

millions watched the show every week (Unilever, 2008). The news bulletin at night is also

considered as the strength of the channel as it attracts huge audience on a daily basis.

NTV has a strong brand presence among the audience, as the company has been in the media

industry around for a while. The channels strength lies in superior quality content, innovative

programming and strong mix of family entertainment. NTV’s management consist of hard

working and loyal employees and it is also one of the largest in Bangladesh. The company

consist of professionally trained marketing and management team unlike other channels. The

Human resource department can be considered as one of the strongest among the

management team, the department has contributed majorly in aspect of NTV’s expansion

over the years.

NTV’s overseas transmission is a strength which helps the channel to beat the rest of the local

competitors. The company is in good terms with successful international companies such as

Dish Network and Rogers Cable, which helps the channel to expand its international

popularity. NTV also shares a strong bond with successful local companies such as Build

Trade Group, Bel Construction SDN.BHD, Amar Desh Publication and RTV. The alliance

NTV shares with other corporate companies have helped the channel a lot in various aspects.

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NTV Management & Public Relation situation

The concept of Public Relation is still new to Bangladesh as companies tend to use Human

resource (HR) department to full fill the Public Relation duties. The companies also heavily

rely on Human Resource department, as a channel requires proper employee management.

The TV companies mostly focus on the marketing department they try to enhance it as much

as possible since they are financial based.

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NTV has nearly 300 personals operating for it and it follows a dynamic equal opportunity

policy among its employees. Allhaj Mohammad Mosaddak Ali is the CEO and also the

founder of NTV. The top management also includes Managing Director Enayetur Rahman

and Executive Director Hasnian Khurshed. There are six main departments which spearhead

the company those are Programmes, News & Current Affair, Sales & Marketing, Administration &

Human Resources, Broadcast & Engineering and Finance & Accounts.

Public Relations of NTV falls under the Administration & Human Resource, which is lead by

Head HR & Admin Sultana A. Banu followed by Public Relation Manager Golam Kibria.

The Administration & Human Resource department can be considered as the heart of the

NTV. The department is in charge of shooting schedule, programme schedule, event schedule

and employee management. The Administration & Human Resource department consists of

10 employees; of whom 7 are working for Human Resource management under the section of

Management & HR and Establishment.

The remaining employees are the ones who are taking care of Public relations section all

though they are considered as Human Resource. All the employees in Human Resource

management even the ones who are working for Public Relation specializes in Human

Resource Management academically. The Public Relation team is often given the

responsibility of carrying out task relating internal key public management such as peer

evaluation, board meeting, annual employee dinners and many more. The Public Relation

team also carries out external key public management such as customer care relations, media

liaison, government relation and many more. The team also carries out tasks related to

Corporate Social Responsibility such as charity events and donation. But however all the task

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carried out by the Public Relations team is considered as Human Resource since the HR

dominates the company.

NTV Organization Chart

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CEO/Chairman

Allhaj Mohammad

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Managing Director

Enayetur Rahman

d Mosaddak Ali
Executive Director

Hasnian Khurshed

PR Manager
Head HR & Admin
Sultana A. Banu Golam Kibria

Management &
Establishment
HR

Public Relation
Team

Internship
Programme Coordinator

Sales /Marketing Mngr Supon Roy

Nazmul Ashraf

Programme
Marketing Team Sales Team Talents
Staffs
Executive Producer
Chief Broadcast Engr
Haider Dalim
Mostofa Firoz

News Editor Finance Accountant


Editing
Technician
Khairul Anwar Coordinators

Journalists

Bursary

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Public Relation Policies, Activities & Issues,

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Every organization consist of specific public relation policies, it contributes as a guide line

for the employees. To facilitate a good behavioural relationship, public relation must affect

organizational policy, strategy and decision as well as the behaviour of publics (Dozier,

2002). NTV as an organization also follow specific policies even though the policies are

setup by the Human Resource Department it is still resembles to certain aspect of Public

Relation. All the employees are briefed properly and expected to follow the NTV policies at

all time which are:

 One must be well informed, well mannered and respectful at all time when dealing

with both external and internal key public when representing NTV.

 No member of the board or employee approves or supports any action or activity that

degrades NTV’s image.

 All employees are expected to be extremely loyal and trust worthy with information

related to NTV at all times.

 Only the CEO and the directors are entitled to represent the official view of NTV

unless specifically delegated such authority by the board.

 No individual representing NTV shall make any statements to the press or any other

public media that are derogatory or damaging towards organization or its member.

 Any media statements issued by NTV shall be issued under the CEO’s name, as the

elected spokes person for the association.

Most of the policies are designed for the internal key public to represent the organization

better, which can be considered as internal key public management. Practitioners have

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consistently emphasized that internal and community relation should be first and second

priority respectively in public relation field (Sison, 2000).Internal public management is very

effective especially in the field of Public Relation as it not only shapes the employees it also

builds them professionally. The policy also influences the internal publics to be ethical at all

cost; ethic is a major component not only in Public relation but in all aspect of life. Public

Relation practitioners and employees should be concerned with their own personal and

professional ethics as well as with the institutional ethics of the organization for which they

work (McCoy, 2000).

In order to analyze employees, organization’s often call for monthly meetings, conduct

evaluation, carry out motivational talks and etc which is a key part of internal key public

management. Evaluation process coasts and takes time but it allows practitioners to

determine at any time whether they are on track or not (Ledingham & Bruning, 2001). NTV

Human resource department conducts peer evaluation every three months, whereby they can

understand where they stand as an organization. The Human resource department also

conducts annual gala dinners, picnics, trips and workshops for the employees to exhale in

their fields as a team and as an individual.

Special events for community represent a high profile aspect of Public Relations that focuses

public attention on an event, organization or a product in a short period of time (Boyd, 2000)

NTV conducts activities to enhance community relation such as “Bachou” a charity concert

which is organized by the Human resource department twice every year. The proceedings are

usually donated to non charitable NGO’s and orphanages. Charitable events such as

“Bachou” not only contribute to positive organization image but also enhance corporate

social responsibility, increases public awareness and loyalty. By including CSR into business

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as a long term value, publics are more inclined to accept the trustworthy intentions of a

company, even in times of crisis (Harris, 2000).

The Human Resource department can be considered as the backbone of NTV, it plays a

crucial part in the organization’s mission. As the department not only handle the usual Human

resources tasks, but also Public relation tasks. Human Resource management emphasizes that

employees are critical to achieving sustainable competitive advantage, the Human Resource

practises need to be integrated with the corporate strategy, and Human Resource specialists

help the organizational controllers to meet both efficiency and equity objectives (Merrick,

1999).

NTV’s Human Resource department helps the organization not only in preparing the internal

key public, but also building community relations. Even though the Human Resource

department is performing exceedingly well for NTV, it still cannot full fill the aspect of

Public Relation. Most of the events or action specializes on Human resource skills and the

ideas only focuses on one aspect instead of seeing the bigger picture. The Head of Public

Relation MR Golam Kibria is the only real qualified Public Relation practitioner in the

organization and he is currently situated at New York, to effectively expand NTV USA

branch. He is currently operating with the marketing team to enhance the NTV’s market

internationally. The marketing strategy is to create strong alliances with new and traditional

institutions in Bangladeshi communities throughout North America as a foundation for

building awareness and brand loyalty within a committed core audience. Hence several

promotional shows are organized by NTV USA frequently to enhance the market. The NTV

USA branch is effectively using aspect of Public Relation positively to expand the

organization. However NTV Bangladesh branch is lacking in effective Public relation

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approach however the importance of Public Relation is slowly being recognized by the board

of the directors. The organization is expected to enforce the Public Relation sector with

professional Public Relation practitioner by the end of the year 2010.

Summary of Internship Task

The Public Relation internship placement of NTV is under the Public Relation team which is

a part of the Human Resource department. During my stay as an intern at NTV, I was given

tasks which were mostly related to the field of Public Relation. The first proper task I was

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assigned to do was assisting the Human Resource department conducting the Peer evaluation

which is a crucial part of internal key public management. One of the most significant and

challenging groups with whom communication must managed are the organization’s

employees (Gills, 2000). I was asked to prepare a draft of Peer review questionnaire about

employee capability, leadership skills, punctuality, dedication and other aspects which could

judge an individual’s performance.

The evaluation process consisted of three stages; the first stage was distributing the Peer

evaluation forms to the employees. The second stage was the assessment of the Peer

evaluation form which was conducted by the Board of directors. Lastly the third stage was

the evaluation meeting with the CEO and the board of Directors. The meeting was conducted

by the Head of HR and the aim was to highlight the outcome of the Peer evaluation. The

meeting not only helps the employees to discover their key strength but also provides

opportunity to work on their weaknesses. The important aspect of evaluation is building trust,

confidence and working atmosphere among participant the importance of this opportunity

should not be underestimated (Patton, 2002). The Human Resource department conducts Peer

evaluation every three months, so the organization is constantly aware about its positioning.

The second major Public Relation task was to prepare a press release draft for NTV’s premier

of “F N F” (Friends and family), an original drama series produced by NTV production.

Since NTV itself is a media related organization most of the media publicity is done by

means of NTV and RTV (sister company). However NTV relies on external media sources

for press releases, and the organization works closely with several Press agencies. The best

known media communication tool is the media release also called a press release or news

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release (Johnston, 2000). The Daily Star is one of the most popular English news paper in

Bangladesh was the designated media for the publication for the brief announcement press

release. The goal of the press release was to increase public awareness about the new

programme by informing the key public about the launching event and brief detail about “F N

F”.

The next task was organizing NTV’s annual Gala dinner for the board members, special VIP

guests and the employees. The event process started with the event proposal which was

prepared by HR Head. After the approval of the proposal by the board of directors, the Public

relation team was assigned to organize the event. I was assigned to prepare the event itinerary

and event invitation. The Public relation team was also given the responsibility to conduct

field research and come up with a budget which was proposed to the Asst Marketing Director.

The formal annual dinner consisted of short speeches by the CEO and the Human Resource

manager. The Gala dinner also consisted of several employee relation building fun activities.

Organization events such as this are very effective when it comes to internal key public

management. Events encourage participation and involvement among employees (Sison,

2000). It not only motivates the employees to perform well, but influences them to strengthen

relationship among each other and work as one unit.

The final major task I was assigned to carry out was organizing the NTV monthly client

board meeting with the Public Relation team. Every month the board conducts a meeting

whereby the directors meet the clients to review the proceeding. The marketing department

prepares the monthly report and the broadcasting department produces the statistics of

advertisement airing duration. Then from there a decision is made weather to alter the system

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or keep it as it is. In this situation both parties were pleased with the proceeding, so the

meeting was successful.

Preferred Recommendations

NTV is considered as an established organization and it is quite obvious it is developing as a

better unit with completion of every year. Since Human Resource department is dominating

Public relation aspect most of the communication tools utilized are not as effective as it

should be. Public Relation specializes in striving to achieve successful campaigns through

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delivery of strong communication programs, whether that’s a program to change an opinion,

build reputation, maintain a brand’s image, develop relationships, launch a product, deploy

crisis communications, or use the power of a third party to endorse their product or service

(Breakenridge, 2008). NTV lacks in various aspect of Public Relation which might be a big

threat in the future for the organization.

The Human Resource department focuses majorly on Internal Key public management. But

however the Internal Key public management techniques conducted follows the Gruning’s

two-way asymmetric model. For example the evaluation process only judges the employees

not the board of directors. The Human Resource department should focus more on two-way

symmetric model, which will be extremely effective for the organization. In Gruning Two-

way symmetric model, public views are respected and are given the same importance as the

view of the organization (Mackey, 2000). By following this model the organization not only

will get effective feedbacks from the employees, but will also a fair working policy. NTV

may also include more rewarding techniques for the employees to perform better such as

employee of the month or special annual awards. The organization could organize more

workshops for the employees to train them better in aspect of being more professional in their

field of work.

Channel I and BTV the two biggest competitors of the organization consist of developed

Public Relation sectors which are operating significantly for the organization. The

organizations are using television programmes as a Public Relation tool to improve

community relation. For example one of the most popular television programme Hridoye

Mati O Manush (Soil & Men in Heart) which is produced by Channel-I. The programme is

aimed at economic development, poverty alleviation including farmers, local leaders,

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business community, stakeholders, policy makers, donor organizations, UN Agencies, civil

society, entrepreneurs and developers in the country (Seraj, 2000). NTV can produce

Television programme which educates the audience about global warming, voting rights and

etc to build its image among the key public.

Organizing major campaigns for external key public would be a great addition to strengthen

the organization’s image and awareness. Public relations campaigns have the potential to turn

possibilities into favourable actions (Hill & Welch, 2009). Perhaps NTV could come up with

campaigns related to community relation. According to BBC news while others make plans

for overpopulation, global warming mitigation and sustainable development, in Bangladesh,

it is time for action. Bangladesh saw the worst of the changing climate over the last two

decades with natural calamities claiming 8,241 lives in a year on average (The Daily Star,

2009). Hence the organization may conduct a campaign which promotes environment

friendly trend. The campaigns would not only help out the society but would enhance NTV’s

image and set the organization apart from the rest. It is no longer acceptable for organizations

to peruse their missions to the exclusion of other people around them; hence CSR is very vital

for organizations (Harris, 2000).

The need to use online media effectively is now integral to every sector of PR and other fields

of professionalism. The number of internet users in Bangladesh is increasing at a very rapid

rate. “We've estimated that nearly 10 million people in the country are using 800,000 internet

connections on sharing basis," according to Akhtaruzzaman Manju, president of Internet

Service Providers' Association of Bangladesh. NTV’s website is not credible enough to

provide vital information to the key public, perhaps a better layout and filtration of

information could be an option. Website can be powerful communication tool, but all too

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often organizations fail to realize their potential (Morris & Goldsworthy, 2008). The

organization could also develop E-newsletter for the key publics which can be disturbed

weekly to inform them about NTV’s new programmes, events and activities. E-newsletters

are very versatile and can be used to inform and educate a number of audiences: potential

prospects, current clients, employees, the media, stockholders, and the like (Breakenridge,

2008).

NTV should also develop a Crisis Management team with specialists; a media industry such

as Bangladesh where freedom of speech is invisible anything can go negatively for any

organization at any time. Crisis Management means being of the lookout for what might go

wrong, dealing with it and if possible turning the situation into a win for the organization

(Mackey, 2000). The Crisis Management team can be in charge of analysing and evaluating

ongoing situations for possible future threats. The team can work proactively with the

Directors and CEO to take all certain measurements before any crisis. Good public relation

crisis management can work as an insurance policy against negative organization effects

(Mackey, 2000).

Conclusion

The aspect of Public Relation is still relatively new in Bangladesh as it is a developing

country. Hence developed organizations such as NTV are yet to utilize Public Relation

policies at its best. Most of the organizations rely on Human Resource department to perfrom

the Public Relation tasks. The importance of Public Relation is slowly being realized by the

organizations, as they are learning to differentiate it from Human Resource. A survey

conducted by IABC lead by Professor Gruning found that a typical Public Relation

department in USA provided an average of 185 percent return on investment to the rapid

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pace. The Public relation department has proven to be successful for organization in all part

of the world and it can do exceedingly well in Bangladesh as well. With the advertising

revenue increasing rapidly in Media industry by each year, a developed strong Public

Relation sector could be vital for an organization such as NTV. As days pass by audience are

harder to convince and in this environment the public relation industry appears to strengthen

its foothold as it competes with other communication industries particularly advertising

(Johnston & Zawawi, 2000). The organization needs to re-enforce its Public Relation sector

with qualified practitioners. The sector will not only help the NTV economically but can also

strengthen organization’s image. As organizations are still new to it Public relation, it can

prove to be the key to success if used properly by NTV Bangladesh.

References

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http://www.comminit.com/en/node/242210/2754

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New Jersey: Macmillan Press LTD.

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Retrieved April 16, 2010 from

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market inbangladesh-expanding-fast.html

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http://news.bbc.co.uk/2/hi/europe/country_profiles/1160598.stm#media

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http://www.channel-i-tv.com/about.html

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 Gruning,L., Gruning,J.,& Dozier,D. (2002). Excellent Public Relation and effective

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 Heath,B., & Vasquez, G.(2001). Hand Book of Public Relations. California: Sage

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