Revision with unchanged content. The German television market is not
only the largest in Europe, but also highly competitive. The
juxtaposition of state-owned and private te-le-vi-sion channels as well
as the dual product market make the industry even more complex. Thus,
particularly private broadcasting channels have to market their
television programmes comprehensively to gain significant audience
ratings, as only high ratings guarantee advertising revenues. But which
marketing strategies does a TV channel have at its disposal to
successfully attract and retain its audience? Baumann examines the
mar-ket situation within which German broadcasting stations operate and
explains why comprehensive marketing has become vital for the
in-dus-try. By investigating the strategy pursued by the TV channel VOX
when broadcasting the television series "Ally McBeal", the communication
in-struments available to TV marketing and their impact on viewers are
analysed and evaluated. Directed at marketing managers in television
broadcasting as well as media students, this book gives an overview of
current communication instruments and stimulates the reader to think of
further ways and means to design marketing campaigns for television
programmes.
