Audience satisfaction with television drama

a conceptual model

David Gray, Donald Dennis

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages11
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand
Period29/11/101/12/10

Keywords

  • television
  • television programming
  • television drama
  • satisfaction
  • market orientation

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