China Central Television (CCTV) Headquarters Building And Each Stakeholder In This Project - Essay Example

Discussion for China Central Television (CCTV) Headquarters Building and each stakeholder in this project The project I choose is China Central Television (CCTV) Headquarters Building. Given that the total population in China has reached 1.3 billion, the probability that the number of people who are watching CCTV increases. In line with this, China Central Television can be considered as one of the worlds largest television station in the global market. As part of expanding the business, the company invested additional 5 billion for a new building. This makes the project interesting. The new CCTV site construction of the project is located in central Beijing CBD area. The total construction area is about 590,000 square meters. In line with this, the program has been designed by world-renowned Dutch architect Rem Koolhaas. By constructing the CCTV’s main building, the supporting facilities for television cultural centre and ancillary are improved (Hudong, 2010). With 234 meters high, CCTV’s main building is considered the tallest building in Beijing. From the exterior view, CCTV Tower, the building as a tilt by the two pillars. About 180 meters in the hanging were carried out aerial docking. Its architectural style is elegant. As a single nation-building, it is the largest single building. It is the 2008 Beijing Olympic Games, one of the important facilities. The TV centre includes TV theatre, recording studio, and cultural hotel, press room, digital cinema, large auditorium, exhibition areas, multi-function hall and other facilities. Also it is the television centre during the 2008 Beijing Olympic Games. CCTV is the media agency. It was established from the day will be faced with many stakeholders. And what does stakeholder means here? Stakeholders are an integral part of a project. They are the end-users or clients, the people from whom requirements will be drawn, the people who will influence the design and, ultimately, the people who will reap the benefits of your completed project. It is extremely important to involve stakeholders in all phases of your project for two reasons: Firstly, experience shows that their involvement in the project significantly increases your chances of success by building in a self-correcting feedback loop; Secondly, involving them in your project builds confidence in your product and will greatly ease its acceptance in your target audience (Mariosalexandrou.com, 2010). It is no exception during the Olympic Games in Beijing. Among the stakeholders includes the government regulators, competitors in the same industry, TV stations in various departments within, product advertising, TV providers, audience and social welfare organizations. Beijing Olympic Games sport is a global event. It is regarded as a national sports event. For this reason, the national government is equally affirmative as a stakeholder of CCTV. In fact, the Government is a strong stakeholder. Therefore, the government has the power to directly control the operation of CCTV even if it is contrary to the interests of the television stations. In addition, CCTV is also facing competition from local TV stations during the Olympic Games. As the most important television in China, CCTV is trying to protect their own authority. Competition is brutal and secretive. Competitors in the same industry can use various means to guide the audience and the media. Therefore, the competitors on the impact of CCTV may be effective. CCTV within the various sectors of cooperation and competition are also considered the powerful stakeholder during the Olympic Games. Can be ordered with various departments to promote the development of television, On the contrary, vicious competition will undermine the competitiveness of television. So this part is the powerful stakeholder as well. CCTV is similar with the local television stations. Leaving aside the political colour, it still belongs to a profit organization. The situation between the advertisers and the CCTV is a close relationship between the stakeholders. TV advertisers can give economic benefits to CCTV. On the other hand, the CCTV could create more interest for advertisers and merchants. TV providers mean that the person or organization which could provide TV program to the TV stations. A good example is the Olympic Games broadcast rights. Television stations often need to compete for some kind of exclusive or non-exclusive broadcast rights. TV provider could affect the interests of television. However it can also create more wealth for the television. Therefore, the TV provider as a stakeholder is Double-edged sword. With the development of society, people tend to accept more and more channels of information. This information may come from the Internet, newspapers, and television network. The audience is undoubtedly the largest group of television stations chasing. Even affect the survival of television. As the diversity of access to information channels, TV stations prefer to hold back the hearts of the audience and must try to cater to the tastes of the audience. With the support of viewers and TV stations have living soil. Social welfare organizations for CCTV are also a stakeholder. In todays society, the living standards of the Chinese people increases. Therefore, there is growing concern about the development of public welfare. Front of the TV audience was no exception. To seize the hearts of the audience and enhance its image is also an important part of. Public interest groups wishes to promote public welfare through the TV platform. However, conflict with regards to the purpose of television such as profit interest becomes difficult to resolve. As a stakeholder, the Social welfare organizations are not powerful enough to solve the problem but it can indirectly affect the interests of CCTV in a positive way. To handle the project properly, it is important to influence the various relationships among the stakeholders. This will enable them to satisfy the interests of all stakeholders. Likewise, the project will be able to operate smoothly. In the case of the project manager, the master of each stakeholders own specific circumstances is necessary. Only by understanding the interests of all parties can be required only to accurately coordinate the interests of all parties. With this, the interests of the stakeholders could be based on their experience, knowledge, cultural values, and agendas. Therefore, the project manager needs to figure out the points of each stakeholder perspective. As government regulators in China, the government strictly monitors the media industry (Xue, 2006). Basically, the government is an important force in maintaining regional stability. Similarly, the Government also needs to take the platform by the CCTV maintenance of social harmony and stability. Concrete expression to use administrative power means to intervene in the operation of television stations. At this point, it will affect their own interests for CCTV. to cater to the interests of the government, Chinese government is in the position to lead and is irreconcilable as CCTV. The next consideration is to maximize their own interests. This is determined by the reality in China. If nothing else, the government exists to determine the existence of CCTV. From the perspective of the competitors, the ultimate objective is to capture as much market ratings. It has a huge impact on CCTV in a negative way. Higher ratings mean higher market share and higher market share means higher commercial interests. Based on this perspective, competitors in local television will try every means to live and report about the Beijing Olympic Games as much as possible. Therefore, the project managers of CCTV should safeguard their own interests from its competitors. Standing position of CCTV, competition with local television stations there are irreconcilable contradictions. At this point, competition is much more important than coordination. How to protect the interests of CCTV is the main goal. So for CCTV, the competitors in the same industry are considered a passive stakeholder. How to improve the quality of their own to overcome the others is a challenge. TV refers to the internal contradictions is CCTV competition between the various departments. Therefore, we must understand that any organization want to develop the good, the internal unity of the members is important and necessary. It is no exception for CCTV. Stand the perspective of the various departments, the top management within the organization and the importance attached to their welfare will directly affect the enthusiasm of all sectors. To give an example, CCTVs advertising department and equipment technology departments. Obviously, the advertising department is the window of outside Imagine. The equipment Department is behind the scenes. Each department would like to be seriously. No matter the stage or behind the scenes, if the project manager make fish of one and flesh of another, conflicts between different departments is likely to occur. This will ultimately affect the unity within the business organization. It will also jeopardize the business interests of CCTV. Therefore, the project manager needs to handle the contradiction between the TV stations in various departments within. Event organizer in this project means the TV providers could stand in Event organizers point of view. For example, in this project, the event organizer is Government. The Government will seek the most competitive television stations to broadcast the Olympic Game. Since the most competitive television is undoubtedly the largest number of television viewers, it is also the most high-end TV. This is consistent with the Governments interest. This requires a powerful platform. Looking at another point of view, I mentioned earlier that the Government has executive power on CCTV. As the official media of the Chinese Government, CCTV enjoys a unique advantage. For the CCTV to complete the task of government is a challenge. Another challenge is that the future project managers should be careful when dealing with the government to avoid more serious business problems. The audience as a stakeholder is one of the most direct stakeholders of CCTV. From the perspective of the audience, TV program decide what the audiences prefer to watch in TV station. In line with this, TV program is much more important than television stations. The decision of the audience will affect the survival of television network. TV viewers would get the required information from TV station. This is the most important on the part of the audiences. Basically, having the support of the audiences could make CCTV get more commercial interests. Therefore, the future project manager should seize the audiences heart with the opportunity of Olympic Game. The Social welfare organizations will encourage all television channels to promote public welfare. This group of stakeholders would certainly not miss television media. Their presence is actually against the idea of television commercial profit. But as I mentioned earlier, with the improvement of living standards of the Chinese people. CCTV’s target audiences prefer to watch CCTV’s television programs. Because the television audience could decide which TV station to watch, TV stations temporarily abandoned their own interests in order to maintain the company’s image. All in all, community organizations will have a negative impact on the television in the short term. In the long run, it is possible that the public organizations would bring the actual television a positive impact. Finally, we should also understand that there are many stakeholders that will exist in different project. The presence of the stakeholders on the project had absolute influence of the business situation. To increase CCTV’s success rate in the business project, it is necessary on the part of the project manager to identify and study all stakeholders and their individual characteristic to avoid possible conflict. Total Number of Words: 1,863 Part B Significant internal changes that can happen with the project can be noted with the interaction of each of the stakeholders of CCTV. Other than the significant impact of CCTV’s stakeholders, other factors related to financial consideration, technical factors, political issues, and legal issues will also be tackled in the analysis part. As part of analyzing the restraining forces and driving forces that could affect the possible outcome of the project, the forcefield analysis as proposed by Lewin will be applied in the case of CCTV. Forcefield Analysis Analysis of success of CCTV Headquarters Building project in central Beijing CBD area in China. Explanation behind the Forcefield Analysis As a global event, the 2008 Beijing Olympic Games is considered as one of the major driving forces behind the construction of the new CCTV headquarters building project in central Beijing. Since there are many foreigners and local travellers who are expected to visit Beijing for the Olympic games, the construction of new facilities which includes TV theatre, recording studio and cultural hotel with multi-function hall becomes one of the major factors that contributes to the development of the said project. As one of the strongest stakeholders of CCTV, government forces thru the authoritative power of the government regulators can either act as a driving or restraining forces towards the development of the CCTV headquarters in central Beijing. In this situation, government regulators can either support or go against the business interest of CCTV. Television stations like CCTV needs to compete for some kind of exclusive or non-exclusive broadcast rights. With this, the government regulator can either award CCTV with the broadcasting rights for the 2008 Olympic Games or not. Granting the CCTV the right to broadcast the 2008 Olympic Games in Beijing can contribute to the increase in profit coming from television advertisers. To maintain social harmony and stability, the government regulators strictly monitors CCTV in order to maintain the quality of information delivered to the public. Because of the availability of cable and satellite network, the local people in China has the option to choose other sources of information coming from the Internet, newspapers, and/or television network. For this reason, product advertising has a significant impact over the success rate of the new CCTV headquarters in the sense that advertising can be use as an important tool in communicating the progress and development of the new project to its target audiences around the world. Through the success rate of the advertising program, the advertising audiences or the end-users has a medium impact towards the success rate of the new project since it is the audiences who would decide whether or not to patronage and support the long-term profitability of the said project. Event organizer together with the authoritative rights of the government is another major driving force behind the success of the business project. Since the government has the power to seek the most competitive television network to broadcast the 2008 Olympic Games in Beijing, event organizer significantly contributes to the success of CCTV construction of a new headquarter. Restraining forces can come directly or indirectly from CCTV’s competitors within the same industry, TV stations in various internal departments, social welfare organizations, and possible complaints from nearby residents. A higher television rating mean higher market share; and higher market share means higher commercial interests. For this reason, one of the ultimate objectives of each television network is to capture as much market ratings as possible. Due to the fact that CCTV is facing competition with the local TV stations for the 2008 Olympic Games, CCTV is expected to protect its own business interests by making the project successful. To avoid having the competitors drive away CCTV’s target audiences, the company has been strongly engage with the use of its product advertising strategy to get a strong hold of their target audiences. Similar to the case of the government regulator, TV stations in various internal departments can be considered either as a driving force or a restraining force. Given that some of the CCTV employees would trigger internal conflicts due to lack of unity and miscommunication, TV stations in various internal departments can be considered as a serious restraining factor. When internal conflict arises, competitiveness of the new CCTV project will be affected negatively. On the other hand, TV stations in various internal departments can be considered as a driving force in case CCTV employees would work towards a single goal. Through the proper management of the project manager, each employee would be able to clearly understand the need to develop the new project and encourage the staff to strongly support the success of the new business plan. The public interest groups such as in the case of the social welfare organizations are aiming to promote public welfare through the use of television platform. Social welfare organizations are concerned with the welfare of the local citizens rather than the profit interest of each of the local television network. To satisfy the interests of all stakeholders, some of the social welfare organizations acts indirectly which can negatively affect the profit interests of the CCTV business strategy. Recommended Strategies Wood & Kroger (2000) argued that it is not sufficient to view communication as a tool for description but “a medium for interaction” (p. 4). In fact, “Leadership…is something that emerges in the process of communicative interaction” (Macik-Frey, 2007, p. 4). Therefore, the effectiveness of the project manager’s communication skills highly depends on his leadership skills. In line with this, the project manager may attempt to communicate with various stakeholders by using formal and informal communication methods. According to Morand (2001), the implications of refining interpersonal communicative competencies through transformational leadership establishes the necessity for supervisors to create warm, empathic, and trusting relations with subordinates. It is through the creation of interpersonal communication wherein transformational leaders could extend charisma or idealized influence, intellectual stimulation, inspirational motivation and individual consideration to the leaders’ subordinate. To avoid incidence of internal and external organizational conflicts, the project manager should have the necessary skills of a good leader. In general, a good leader is someone who could not only influence, select, equip and train his/her follower(s) that has different sets of abilities and skills but also enables their follower(s) to willingly participate with the leader when it comes to achieving the health organization’s goal (Winston & Patterson, 2007). In today’s understanding of a good leader, leaders are expected to be capable of inspiring another person who often times have the drive to achieve their goals; the desire to lead; self-confidence; cognitive ability; honesty and integrity; as well as having sufficient knowledge in doing business. On top of a leader’s personality traits, a leader should always be influential among his/her followers without having the need to use coercion. Instead, a good leader uses his personal power through good communication skills such as the ability to write and speak effectively in public aside from the team leader’s ability to know the specific needs and wants of his subordinates (Huth, 2001). Leaders that are classified as transformational leaders are the ones that do not practice positional authority. Transformational leaders and followers are all equal in the sense that they work towards one organizational goal as a team. The only difference between a transformational leader and his/her subordinate is the fact that each of them has a different set of activities played within the organizational group (Kelley, 1995). In order to minimize the incidence of internal and external organizational conflicts, the project manager of CCTV should adopt the transformational leadership style since this type of leadership approach has four major characteristics including: (1) charisma or idealized influence; (2) intellectual stimulation; (3) inspirational motivation; and (4) individual consideration (Bass & Riggio, 2006). This qualities are useful in terms of establishing organizational values and culture that will enable the project manager promote the importance of developing and using two-way communication within and outside the business organization. As a form of a referent power, personal charisma is an important characteristic of a good leader since it could attract the followers to cooperate well with the leader Related to emotional intelligence; charisma is highly correlated to a person’s ability to monitor their own emotions around other people (Palmer et al., 2001). As a result, transformational leaders are capable of effectively managing the followers without having employees lose their self-confidence (Sidani, 2007). Basically, the connection between charismatic leadership and transformational leadership is well established in the past research studies (Fairhurst, 2007). This is due to the fact that transformational leaders possess the ability to create vision for future development, insinuate intellectual stimulation, and be an inspiration to his/her subordinates. Based on the research study of Barbuto (2005), the leadership behaviour of a leader which includes charisma is correlated to the leaders’ work motivation and ability to effectively communicate the project goals to the stakeholders. It means that the combination of transformational and charismatic leadership style could effectively motivate employees to have fun at work without sacrificing the quality of their work performance. In general, employee involvement is considered as “the voluntary employer-led initiatives that are designed to encourage more active employee to participate in the business organization” (Caldwell, 1993). Among the long list of benefits associated with the implementation of employee involvement and participation, Guest, Peccei & Thomas (1993) stated that the main reason for the need to implement employee involvement is to increase the level of employee commitment towards the business organization. As part of the most recent human resource strategy, employee involvement has been considered as one of the most important strategy when it comes to controlling organizational conflicts in order to increase the project’s production output efficiency as well as employee’s commitment in attaining the organizational goal and overall financial success of the business (Bryson, 1999). Basically, increasing the CCTV’s stakeholders’ commitment towards a single goal contributes a lot of savings in terms of being able to maximize the company’s fixed costs. As a result, the project’s success rate could eventually increase the company’s profitability. In the absence of teamwork, perseverance, good communication skills, and positive thinking, it would be impossible for the project manager to be able to make the project successful because of the unresolved internal and external problems. Therefore, the implementation of employee involvement program could not only increase the flow of information within the different ranks in a business organization but also changes the job responsibility of each employee and increases employees’ involvement in the financial aspects of the business (Guest, Peccei & Thomas, 1993). Through trainings and open communication among the employees, CCTV stakeholders will be able to learn more about the prject flow which is necessary to the success of the construction of the new building (Poutsma, 2006). Total Number of Words: 1,842 Reference Barbuto, J. (2005). Motivation and transactional, charismatic, and transformational leadership: a test of antecedents. Journal of Leadership & Organizational Studies , 11(4):26 - 40. Bass, B., & Riggio, R. (2006). Transformational Leadership (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates. Bryson, A. (1999). The Impact of Employee Involvement on Small Firms Financial Performance. 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