CTV Newsnet Case Analysis

Topics: CTVglobemedia, Psychology, Reinforcement Pages: 9 (2751 words) Published: March 23, 2013
Chapter 3
CTV Newsnet


1. Abstract
In January 2000, the CTV Newsnet was confronted with a threat to its reputation and growth. A tape with offensive remarks made by the News broadcaster Avery Haines’ were aired mistakenly, and it aroused great public indignation. By means of OB analysis, we found that Haines’ dispositional characteristics such as low emotional stability and lack of conscientiousness, heavy workplace stress, and different attribution processes conducted by the anchor, her coworkers and the audience may all be causes of that crisis. Therefore, we suggest that CTV Newsnet could deal with its reputation crisis and prevent the similar technical and behavioural mistakes in the future as the following: 1) communicating effectively with the viewers about the company’s value and attitude toward this incident, 2) setting up positive reinforcers and punishment rules to encourage desirable behaviour and eliminate undesirable behaviour, 3) holding periodical seminar to strengthen employees’ awareness of work ethics, 4) doing job redesign to verify job tasks and reduce working pressure, and 5) providing proper training programs to improve employees’ cognitive abilities and professional skills.

Table of Contents

1. Abstract 2
2. Introduction 4
3. Case Analysis 4
3.1 Personality 4
3.2 Stress 5
3.3 Actor-observer Effect7
4. Solutions8
4.1 Operant Learning Theory8
4.2 Coping with Stress 9
4.3 Attribution Theory 10
5. Conclusion 11
6. Bibliography12
7. Appendices13
2. Introduction
The news channel, CTV Newsnet, had been playing important role in practicing the CTV Inc.’s philosophy which emphasizes the social commitment, such as caring about farming issues. However, in January, 2000, CTV Newsnet had faced a severe challenge to maintain its reputation. This incident started with the CTV Newsnet anchor Avery Haines, who had stuttered and flubbed while recording a report introduction on farmer issues. In order to cover her own embarrassment and ease the tension for other co-workers in the studio, she made a private self-deprecating joke which included inappropriate remarks about various minorities. Of course, they retaped this part, but later that day, a CTV technician mistakenly aired the wrong tape which included the error and the offensive comment to the public. Soon after, mountains of criticism and suspicions about CTV’s professionalism and integrity flooded into the company. The happening of this fatal mistake indeed had adverse impacts on the company’s reputation as well as its further expansion plan. Thus, the purpose of our report is to decrease the possibility of making small but fatal mistakes among employees and to improve their sense of responsibility.

3. Casa Analysis
3.1 Personality and the Big Five

Personality can be described as the individual’s personal style to deal with the world. For Haines, there is a whole mixture of features that describe her personality. When hiring Haines as a “Hostess” for CTV, Kowalski, the CTV News senior vice-president and general manager was applying one of the key concepts of OB: the fit concept (textbook P41). Indeed, Kowalski felt immediately that Haines is the right person to fit in the fast-paced and demanding milieu of TV. Kowalski was impressed by her personal and professional qualifications. At the professional level, Haines had won many awards, shown a high level of performance, and earned wide popularity. At the personal level, and according to the five-factor model of personality, Haines showed her openness (she was creative and eager to move forward from radio to television), agreeableness (she humbly accepted criticism and advice, and completely committed to the job) and extraversion (she was interested in everything and had quickly gained the support and affection from her co-workers) (Ng, et al., 2005). However,...
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