DATA ADMINISTRATION, DATABASE ADMINISTRATION, AND DATA DICTIONARIES - Fundamentals of Database Management Systems - page 271

sports event, this table coordinates the broadcast schedule
for ESPN, ESPN2, ESPNNews, ESPNClassic, and other
operations. There is also an Airings table and a Units table
that records commercials aired, with 12million records
dating back to 1993. These can be linked back to the
events in the Program Schedule table. These database
tables are used both in the operational and analytical

modes. Operationally on a day-to-day basis, they, for
example, manage the check-in and check-out of tapes
from the tape library. But they are also used to analyze
the historical broadcast, Nielsen, and advertising data to
learn the effectiveness of the broadcasting and the value
of the advertising.

Photo Courtesy of ESPN

THE ADVANTAGES OF DATA AND DATABASE ADMINISTRATION

The initial question is, why do companies need these data and database
administration departments? What value do they add? Are they just additional
''cost centers'' that don't produce revenue? Indeed, at one time or another,
most companies have struggled with these questions. But in today's heavily
data-intensive, information-dependent business environment, these functions are
recognized as being more important than ever. The reasons, as listed in Figure 10.1,
are explained next.

Data as a Shared Corporate Resource
Data is a corporate resource that has taken its rightful place alongside money, plant
and equipment, personnel, and other corporate resources. Virtually all aspects of
business have become dependent on their information systems and the data flowing