Marketing Cable And Pay Cable Services : Impact Of Ethnicity, Viewing Motivation, And Program Types

However, in the era of the Internet, the market has changed. Cable television has been challenged by many alternative venues of media consumption, most notably in the form of the Internet. "There has been some competition from satellite TV players and (in a few areas) TV over IP" (Masnick 2008). "Thanks to the rise of Netflix, Hulu and hardware like the Roku box and Apple TV, cutting the cord to cable TV doesn't mean cutting yourself off from your favorite shows and channels" (Glaser 2010). However, most high-speed Internet consumers receive their Internet connection from the cable company, which indirectly funnels money to support cable TV.

Over the years television has been known to be one of the major educating and socializing institution in America. Television in today’s society is able to play a powerful key through which individuals can be informed, hold forums, and voice their opinion‘s. Television is also important because it offers us glimpses into minority life and minority figures. When sociologists examine minorities in television they document how minorities are portrayed and how those portrayals have changed over the years. Through time, minorities in television have been able to make moderate gains whether they are in front of or behind cameras. However, they continue to remain significantly underrepresented as leading actors in films, as writers, and as TV show creators. Even though minorities are significantly underrepresented in today’s society the TV industry has been pushing to give an opportunity to many minority groups in succeeding in the media. Several TV shows and commercials have succeeded in the TV industry to try and change how minorities are underrepresented, however, there are also shows that reinforce stereotypes and are prejudice towards minorities.

Occasionally, people use to go out and rent DVD’s to watch a specific movie from rental stores. Advancement in technology has brought a sufficient change in customer’s behaviors, today DVD rental stores have almost gone. Moreover, by time we saw enormous increase in channels being provided by cable providers, but today even that has been replaced by streaming media devices, thus my time, role of cable providers might also disappear due to the introduction of devices such as Netflix, Apple TV etc. “DVD sales have also been hit. The Los Angeles-based Digital Entertainment Group estimates DVD sales in 2008 fell 8% to $21.6 billion from a year earlier, while DVD rentals were flat.” Charny, Ben. "Viewers Tap Free Web Content." Wall Street Journal, Eastern

Television is an electronic telecommunication device that transmits pictures and sounds. Since its inception and release into society, the Television has grown to become extremely popular. The undying devotion to this medium has helped shape many aspects of human life. It has become a tool for education and entertainment. Businesses have found an efficient means to access the wider public through advertising. Advertising is a paid form of publicity aimed at a large audience by businesses with a view to increasing sales. Advertisements, unlike propaganda, have clearly stated sponsors. Through advertising, businesses can communicate with the user of their goods and services. The television allowed for the exponential expansion of advertisement. While older media is still used for advertising, Television’s ability to transmit moving picture and sound put it well above print media and radio (Messaris 2)

their culture. Television over the years has molded the minds of its viewers – young and

With Latin American audiences being so close together, do they prefer each other’s content or content from outside the region? With an exception, Mexico, it was found that local programming was much preferred than regional. The exception being: male upper-class youngsters preferring US content.

Club website. He states that while there is a new landscape of television emerging, it is not necessarily a good or bad thing. VanDerWerff describes that because each generation thinks they are superior to the one before it, the format of television is changing to become more personalized to each viewer (hence, the growth television programs). These two articles, similar in message and views, attempt to sway the readers to form similar opinions as the authors. Although Holmes and VanDerWerff both write about the effects of television on certain time periods, VanDerWerff’s article is more convincing due to his effectiveness in acknowledging the audience, valid credibility, and logical reasoning within his

As an individual who is looking to cut cable and pursue a streaming service, I believe that Hulu’s $39.99 Live Stream subscription, as described in the case, could be a strong supplement for pay TV. Although margins for this offering are predicted to be low, I believe that the development of such a subscription illustrates Hulu’s ability to complete market research and listen to consumers. This package indicated that Hulu understands that consumers want Live TV, but wishes to avoid costly bills and wasted

Television has been a huge part of our culture since the early 1950s. Although it was developed early, because of World War II commercial broadcasting was put on hold until after the war. Since 1950 television has progressed rapidly. In the 60s color television was invented which brought shows to a whole new level. Primitive forms of cable television existed as early as 1948 but cable did not become a significant medium until the 80s. Everyone in the country was watching the big four networks which were CBS, ABC, NBC, and Fox Network. Fox Network came later on but made a big impact (Hanson, 2016, p.222). One of the most popular types of shows on these networks are situational comedies or sitcoms (British Comedy Guide). Sitcoms

TiVo is one of the many digital video recorder systems that is used to record an individual’s favorite television episodes and or series. Using this type of recording system eliminates the interruptions that one would have while watching the program live e.g. commercials. Furthermore, with this option, customers have the ability to utilize many different recording features such as pausing, fast-forwarding, and playback. By TiVo implementing these features, it is solely creating a unique and customized television experience for their customers. The company has many factors that facilitate its adoption. These factors include customer accessibility, which views the idea that individuals can access their desired content at their own convenience rather than having to watch when it airs. Based on the target audience being individuals that own televisions, which are primarily adults 20+ who are in the work force, the idea of having this service is very accommodating for someone with a strenuous schedule. Controversially, there are factors such as age that also limit the adoption of this system. As this system is more technically

Researchers have found that although Canadian society features growing diversity, this diversity usually is not reflected in media content. For example, research show that ethnic-racial minorities have rarely been seen at annual and nationally television Juno awards ceremony for the Canadian music industry (Tepperman, Curtis, 2013, p.354). Americans children’s are the most powerful consumer in the world .As we seen in the movie “consuming kids” in which it show how youth marketers have used the latest anthropology, psychology that transform the American children in to the most profitable consumer in the world. This first section of this paper will explore the influence of media towards ethnic-racial minorities. This paper then will

When customers are comparing Sky to its competitors they must compare specific attributes that they find most important when selecting a pay TV service. Consumers will attach more value to some attributes than to others, some consumers will find packaging of a good important, while others will focus more on the price, or maybe on the brand name (Riezebos. R, 2003).

In the sociocultural segment under national preferences the success of cable TV in the U.S.

The impacts on the Film and Television industry by discussing the positive and negative socio-economic effects of streaming services and pay-tv on sectors such as retail, exhibition and free-to-air television.

Unfortunately, the competition has caught up and networks such as CNN and Lifetime have begun to offer competitive programs and thus competitive advertising outlets for the target audience. As a result, advertising sales is projecting a 10% decrease in the price for a unit of advertising (CPM) if the current strategy does not change. An internal weakness of TFC is that it does not know its customers intimately; as stated in the case “the channel didn’t have much in the way of detailed information about its viewers” (Stahl, 2007). Without this information TFC is unable to compete effectively against other networks who do know the target audience and their attributes and trends. If TFC is unable to maintain or increase its overall satisfaction ratings, they might face the possibility of being dropped by a network and lose a second source of revenue, affiliate fees.