Windowed Distribution Strategies for Substitutive Television Content: An Audience-Centric Typology
Document Type
Article
Publication Date
11-2015
Abstract
An audience-centric typology is conceptualized to assist media managers implementing windowed distribution strategies in an attempt to account for media consumption cannibalization. Diffusion theory identifies the demographics most likely to consume substitutive television content, while uses, gratifications, media habits, and consumption values are collaboratively used to re-segment the audiences based on platform selection motivators. Psychographic labels are then applied using the dominant characteristic of each audience type and then matched to a specific windowed distribution strategy. The strategies are based on existing windowing tactics used by ABC, CBS, FOX, and NBC or emerging strategies that are reflective of changing market trends.
DOI
10.1080/14241277.2015.1099526
Publication Information
Shay, Ronen (2015). "Windowed Distribution Strategies for Substitutive Television Content: An Audience-Centric Typology." International Journal on Media Management 17.3, 175-193.
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