Delivering the Local Viewer to the Multi-National Advertiser

Discusses the development of international (cable and satellite) television channels for audiences in different parts of the world, usable by multinational advertisers.

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...

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