MARKETING STRATEGY OF TV CHANNEL DEVELOPMENT: ACTUAL THEORETCAL ISSUES
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Author(s): | Matytsin D. E., |
| Number of journal: | 2(19) | Date: | May 2012 |
| Annotation: | The conceptual issues of strategic planning and management of the TV-industry companies have been reviewed in the article. The approaches to definition of business strategy have been critically analyzed; the author has proposed his interpretation. The trychotomy of strategic management has been identified, and its non-correctness has been justified. The criticism of the marketing-mix model ‘4P’ has been presented, and the concept of the author has been justified that is based on the theory of meta-production function. Functional structure of marketing strategy of TV-channel has been developed. The conclusion has been made regarding the necessity of re-formatting the TV-channels and their transition from the self-identification as the producer of video-content to acknowledgement of their new role of supplier of audio-video media-services. |
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| Keywords: | strategy, marketing, management, TV-channel, marketing-mix, marketing strategy, content, structure, planning, TV-industry |
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