Re-Inventing The Broadcast Network TV Paradigm

Discusses the problems of TV fragmentation: the old models of network broadcasting no longer work. Emerging solutions discussed: 1) network branding, 2) media partnerships and integrated marketing, 3) establishment of reliable return on investment criteria, using both optimisers and quality measures.

Re-inventing the Broadcast Network TV Paradigm

How media fragmentation has made the old models obsolete

Steven J. Heyer Turner Broadcasting System

The old models no longer work in broadcast network television.

The economic models, which underlined the broadcast business, have shifted along the fault lines of media fragmentation. The very notion of 'mass audience' has been redefined. Shows with a 15 rating – once the barometer for ensuring success -are as rare in today's television landscape as households with just one TV set. The time is coming when there will be ten or so broad-based, national entertainment networks –...

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