Thesis Abstract

Abstract
Commercialization has become an increasingly prevalent trend in the broadcasting industry, raising concerns about its impact on the performance of broadcasting organizations. This research explores the effects of commercialization on the performance of broadcasting organizations through a comprehensive analysis of various factors. The study delves into the implications of commercialization on programming quality, audience engagement, financial sustainability, and organizational objectives. Through a mixed-methods approach, data was collected from both qualitative and quantitative sources to provide a holistic understanding of the phenomenon. Findings suggest that while commercialization can bring in much-needed revenue for broadcasting organizations, it also poses challenges in maintaining editorial independence and quality content production. Audience engagement was found to be influenced by commercial pressures, leading to concerns about the impact on public service broadcasting values. Financial sustainability emerged as a key aspect affected by commercialization, with the need to balance revenue generation with the organization's public service obligations. The study highlights the importance of strategic planning and diversification of revenue streams to mitigate the risks associated with over-reliance on commercial activities. Furthermore, the research examines the impact of commercialization on organizational objectives, including the potential shift in focus from public service goals to profit-driven motives. The findings underscore the complex nature of commercialization in broadcasting organizations and emphasize the need for a nuanced approach to balance commercial imperatives with public service obligations. The study contributes to the existing literature by providing insights into the multifaceted impacts of commercialization on broadcasting performance and offers recommendations for policymakers, regulators, and industry practitioners to navigate these challenges effectively. By understanding the implications of commercialization on programming quality, audience engagement, financial sustainability, and organizational objectives, broadcasting organizations can develop strategies to enhance their performance in an increasingly competitive and commercialized media landscape.

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