Abstract
Television programming is a widely consumed product, yet has received very little attention from the academic marketing perspective. In particular it lacks an overall audience satisfaction framework which can be used to guide both academics and television programmers in the production of multi-episode television dramas. This paper develops such an audience satisfaction framework and highlights the relevance of segmentation, targeting and positioning to television programming. It introduces a longitudinal model of audience satisfaction to provide a customer feedback mechanism to improve the performance of multiepisode television dramas. It is hoped that future examinations of this model will highlight the potential benefits of a market orientated approach to television production.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2010 |
| Subtitle of host publication | proceedings : doing more with less |
| Editors | Paul Ballantine, Jörg Finsterwalder |
| Place of Publication | Christchurch, New Zealand |
| Publisher | University of Canterbury |
| Number of pages | 11 |
| ISBN (Print) | 9780473178208 |
| Publication status | Published - 2010 |
| Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2010) |
|---|---|
| City | Christchurch, New Zealand |
| Period | 29/11/10 → 1/12/10 |
Keywords
- television
- television programming
- television drama
- satisfaction
- market orientation