Digital: game on
Article Abstract:
British Digital Broadcasting's decision to call itself On Digital marks the beginning of a marketing war with broadcasting rival BSkyB's digital satellite TV service. Opinion among industry experts is divided over which company will attract the most subscribers but many say that BSkyB's strategy of giving each subscriber an 80 pounds sterling subsidy and its announced marketing spend of 60 million pounds sterling in the first year will give it the edge. It is forecast that Sky will have 4.7 million subscribers by 2003, against On Digital's 2.9 million subscribers.
Publication Name: Broadcast
Subject: Mass communications
ISSN: 0040-2788
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
A New York story
Article Abstract:
Ratings are synonymous with quality in the American television market, and with less opportunity to form working relationships with international broadcasting partners, it is important for British independent companies to focus on this version of quality for future success in international sales. The ratings do not have to be extremely high, but sufficient to suit the needs of the primary, secondary and tertiary American markets. Niche programming is popular on channels such as The Discovery Channel, which attracts a relatively small number of viewers.
Publication Name: Broadcast
Subject: Mass communications
ISSN: 0040-2788
Year: 1996
User Contributions:
Comment about this article or add new information about this topic:
Brand wagon
Article Abstract:
Competition has had a profound impact on television broadcasting in the UK. Broadcasters can no longer afford to be complacent, and are accepting the importance of marketing. However, in many cases the principles of marketing are ineffectively applied. The television broadcasting industry is still largely unaware of positioning, and most television companies simply copy the market leader, rather than seeking to establish their own identity. Executives generally do not regard marketing as a key element in corporate structure.
Publication Name: Broadcast
Subject: Mass communications
ISSN: 0040-2788
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Digital tango. Digital stage
- Abstracts: Camera action. Sport's missing millions. Joe Sweeney
- Abstracts: Olympic spectacle: opening ceremonies and some paradoxes of globalization. Argentina's blockbuster movies and the politics of culture under neoliberalism, 1989-98
- Abstracts: Audio SOS: Emergency treatment. Train hard, find work easy. Search for another star
- Abstracts: Renewal announcements. Unauthorized transfer of control. Electronic filing