Global and satellite versus local and terrestrial: An exploratory study of advertising within the UK

N Farrall and J Whitelock

This study assesses the impact of the growth of satellite television in the UK on terrestrial channels.

Global & satellite versus local and terrestrial: an exploratory study of advertising within the UK

Niall Farrall and Jeryl Whitelock

This study assesses the impact of the growth of satellite television in the UK on terrestrial channels. The paper outlines the debate concerning satellite television's potential role in globalisation and pan-European marketing processes, provides background information on the development of satellite television in the UK, and gives an insight into the structure of the main UK satellite service, British Sky Broadcasting (BSkyB). An exploratory study into the advertising content of terrestrial commercial (ITV) and satellite television (BSkyB) is...

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