June 2013
Intermediate to advanced
368 pages
10h 11m
English
book
The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
by Al Lieberman, Pat Esgate
Content preview from The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
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4. The Business of Broadcasting: Network TV, Syndication, and Radio
In this chapter, we take a look at broadcast media—that is, content that is delivered to the consumer through a signal that is broadcast via radio waves versus cable. The business model for this conduit, be it television or radio, is based on delivering content to the consumer at no charge, earning revenue by selling advertising space to businesses eager to reach those consumers. This platform is undergoing some serious assaults, but for now, broadcast still delivers the maximum reach.
Broadcast Basics
Even with the proliferation of other conduits—Internet, cable, and satellite—broadcast has the widest consumer reach by a wide margin. Though many in this Internet day and age ...
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