Services Marketing

Chapter 27 : Media Services Marketing - (Broadcasting, Entertainment & Print Media Industries)

Broadcasting Services

Media Services and Broadcasting Consumer Behavior in Response to Broadcasting Services Market Segmentation in Broadcasting
Marketing Strategy of Broadcasting Firms

Marketing Mix for Broadcasting Services

Product
Price
Place Promotion People Physical Evidence Process

Recent Trends in Broadcasting

Growth of the Internet and Online Availability of Media Services Mergers and Consolidations Digitization of Content Expansion of Reach of Satellite Services

Broadcasting Industry in India

Radio
Television

Section Summary - Broadcasting Services

Media services comprise of all those channels of communication, which help to transmit information from the source to the recipient. Media may be point-to-point media or mass media. While point-to-point media transmits information on a one-to-one basis, mass media transmits information from one source to a large audience. Media services are classified into broadcasting, entertainment and print media.

Broadcasting is the easiest and most inexpensive method of conveying a large amount of content to a large audience. Broadcasting media consists of the radio, television and the Internet. Broadcasting services have the power and the ability to influence the perception and behavior of people through the content of the programs they air.

These services can be segmented on the basis of the revenue they generate and also on the basis of geographical territory or market. The intense competition among the various service providers in the broadcasting industry has made it essential for broadcasting firms to design a marketing strategy to efficiently tap the market.

This involves a need to understand consumers' needs, and an analysis of competitors' products and services, followed by developing products and services to match those offered by the competitor. Thereafter, it is also essential to efficiently market these products and services to reach the intended market segments and yield the targeted revenue. The marketing mix of a firm is what helps it differentiate itself from its competitors.

The marketing mix of broadcasting service firms consists of 7 elements - product, price, place, promotion, people, physical evidence and process. Several recent trends arising as a result of globalization, demographic changes, evolving financial and organizational structures, legal procedures and breakthroughs in technology, have had their impact on the broadcasting firms, both at a global as well as national level.

Some of these trends include the growth of the Internet and the online availability of media services, mergers and consolidations taking place between firms across the world, digitization of programming content and expansion in the reach of satellite services. The broadcasting industry in India, too, has not remained unaffected by the changes taking place at the global level and is yet to evolve to reach a stage of maturity.

Entertainment Services »