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Marketing the TV product: operations and strategies - Dissertation Example

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Marketing the TV product: operations and strategies

The companies in this regard have gone on to assess the effectiveness of each of its marketing channels. They are directing resources in a marketing channel keeping in mind the channels compatibility with the product the company is offering. As a result of this cautiousness from the companies, one channel of marketing in particular has suffered a lot. This channel of reaching mass audience is television. Until 2008 advertising was the primary means of revenue generation for the industry. Even thought the industry has been very effective in handling the tide of recession, but still there a host of factors which are threatening the revenue source of the industry. Amongst these factors are increase in the viewer ship of internet television, increase in the excess of internet to households, emergence of new marketing channels which can cut right across to the end customers’. This new development in the global landscape is propelled by competition and technology. Technology has totally shifted the working paradigm for the industry, the industry is now overseeing a wave of changes such as High-definition (HD) TV and 3D technology. A fierce competition is faced by the industry from channels like free-to-air DTT, video sharing platforms, pay channels and etch. As a result of this the traditional television channel has to work even harder to add-value to its offering. Until and unless more value is added to the existing network the traditional television will be unable to retain its customers let alone viewer loyalty and increasing customer base. Theme channels are under immense pressure from it competitive environment, due to its substantially constrained business model theme channels are experiencing this problem. The industry’s competitive...
The viewer should be able to associate with the message of the promotional material. He should find some motivational factor in the message that can appeal to him when he is viewing the television. This factor should encourage him to undergo the first step of the decision making process. This message should further enco... ...Show more

Summary

Understanding consumer behaviour attitude towards a show is of utmost importance for a program or show or event marketer. He needs to communicate the unique offering in his show to which the customer would effectively associate with. By having a good understand about the targeted viewer a the can ensure long term profits and growth for his show and for his career…

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Marketing the TV product: operations and strategies essay example
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