Cable TV Advertising: In Search of the Right Formula

Cable TV Advertising: In Search of the Right Formula

Cable TV Advertising: In Search of the Right Formula

Cable TV Advertising: In Search of the Right Formula

Synopsis

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium.

Excerpt

The cable television industry is now at a pivotal point in its development. While the size of the viewing audience has increased rapidly, the growth of advertising revenues--despite a recent spurt--continues to lag significantly behind early forecasts. The question that continues to confront the industry is whether cable is finally ready to fulfill its promise as perhaps the major force in the communications environment, or is destined to remain a secondary player.

In May 1987 a conference was held in New York City to explore this question. Co-sponsored by the Center for Telecommunications and Information Studies of Columbia University's Graduate School of Business and by the firm of Coopers and Lybrand, the conference brought together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. This book represents the conclusions of the conference and includes a few chapters on related topics that were not discussed at that conference.

In the first chapter, we begin with a strategic overview of the industry's options and a review of the other chapters in this volume. The chapters in this book are organized into three parts, around the themes of industry analysis, implications for advertisers, and new developments. The first two parts are followed by the comments of industry representatives.

This book represents, to the best of our knowledge, one of the first attempts to bring together the views of academics and industry practitioners interested in the marketing and advertising implications of what one might . . .

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