Delivering the Local Viewer to the Multi-National Advertiser
Matching programming to meet the needs of a global community
Bob Dahill, Columbia Tristar International Television
How do you deliver a programming line-up that provides multi-national advertisers a platform to reach the local consumer with a targeted message when the consumer happens to live in such divergent cities as Buenos Aires, Mumbai and Singapore? Columbia Tristar International Television (CTIT), a division of Sony Pictures Entertainment (SPE), has embarked on an aggressive program to build a series of international television channels that have been designed with the local viewer in...