CHAPTER 9
Promotion in Public Television and Radio
Robert K. Avery and Mary L. Dickson
Unlike commercial radio and television networks, the Public Broadcasting Service (PBS) and National Public Radio (NPR) are not centralized networks, but national systems of independent, locally-owned community voices. PBS and NPR are both partly government supported (unlike the other main noncommercial radio network, Public Radio International). All had to develop system-specific promotional strategies to protect their audience shares as they faced intensified competition from specialized cable, direct-broadcast channels, video on demand, and format-specific radio. An increased emphasis on sophisticated marketing and promotional strategies during the 1990s ...
Get Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
