7 Selling digital television

Most marketing directors in entertainment companies feel they are seen as fluff, responsible only for making ‘cool stuff’

Viewers and customers are important, but the Number One priority is advertisers

Some channels, they get so desperate for income and open the doors for anything, and then they wonder why advertisers don’t come back

Ed Sullivan

It has been estimated that by 2003 there may be a five-fold increase in the number of digital channels available. If one includes web-cast services, the number could be measured in the tens of thousands. The perennial question asked by television marketing executives is: ‘How do I differentiate my channel from my competitors?’ The answers are complex and varied.

Ed Sullivan, ...

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