The original broadcast model of marketing communications required definition only in terms of the message.
Unsurprisingly, Moonves doesn't buy the view that the broadcast model is broken.
In the broadcast model, the focus has been on how frequently we could reach a vast number of people within a target demographic.
Mediaset, which currently relies on a conventional broadcast model, could strike a deal with the nationalised unit to start selling television via the latter's broadband network.
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Compare its elaborate trend-crunching with America Online, which hews to an old broadcast ad model, using sophisticated targeting for only 3% of its ads.
That's why broadcast TV is a failing model--it wastes the consumer's time.
Ultimately we believe that DVRs are going to eventually invalidate non-live linear TV as we know it -- and broadcast TV and its affiliate model along with it.
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But if I were doing a business model for broadsheets and broadcast networks I'd say: Fact and data are our product, we're putting everything into reporting, that's what we're selling, interpretation is the reader's job, and think pieces are for the edit page where we put the hardy, blabby hacks.
Analyst Todd Juenger of Bernstein Research speculated in a research note in January on what would make broadcast networks transition to a pay TV model.
While the two operate on different terms--in addition to cable's dual revenue streams (advertising dollars and subscription fees) as opposed to broadcast's singular ad-supported model, cable has far fewer programming hours to fill and less fare to promote--broadcasters would be wise to consider four of cable's best practices.
He's been similarly active in the digital space, desperate to find a monetizable model before the viewer-strapped broadcast industry goes the way of the music industry.
Unfortunately for Apple and for consumers, acquiring rights for traditional broadcast and cable network content outside of the current bundled model is virtually impossible because the content is owned by a relatively small group of companies that have little interest in alternative models for their most valuable content.
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