The following is a memorandum from the business manager of a television station."Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this time period, most of the comp

In order to evaluate the need to restore the time devoted to weather and local news to its former level, some questions should be considered. This decision is based on the complaints of viewers and the losses in advertising revenues, however there are some points that were not taken into consideration.

First of all, it is important to consider the quality of the actual coverage of weather and local news. Is the time available used in an efficient way? Is the team well qualified? Are the most important topics being covered?

Also, it is crucial to understand the reasons for the cancellation of the advertising contracts. The manager is assuming that the local companies are cancelling because of the reduced time devoted to local news and the complaints received, however there can be other reasons. It is possible that local companies are having financial problems and have to cut down on expenses, so even if the program changes its structure, the companies would not be financially able to advertise in the television station. So it would be interesting to look for new advertisers and consider their interests.

In addition, it is being implied that the only way to increase the time devoted to weather and local news is by decreasing the time devoted to national news. It is important to consider the composition of the program as a whole and also the duration of the program. Maybe if the time dedicated to national news was reduced, there would be complaints about this, so it would be more interesting to increase the duration of the late-night program.

It is impossible to satisfy all the viewers so the ideal would be to make a market research to discover what is more important to the majority of the viewers, to change the program according to their preferences before making changes to the actual structure of the show.