1. Broadcast and Interactive Online Media
Chapter 10
Broadcast and Interactive Online Media

2. The Structure of the TV Industry
Networks
Wired
Unwired
Public Broadcasting Service
Cable/Subscription
Syndication
Local
Interactive

3. Network Television: Wired and Unwired
A network exists whenever two or more stations are able to broadcast the same program that originates from a single sources.
American Broadcasting Company (ABC)
Columbia Broadcasting System (CBS)
National Broadcasting Company (NBC)
Fox Broadcasting Company
Affiliates can be owned by the national companies or they can be independent.
Unwired networks are sales representative organizations that represent large market stations on a commission basis.

4. Public and Cable Television
PBS is an attractive medium for advertisers since it reaches affluent, educated households, minority market segments, and lower-income consumers.
Commercials may be shown during the local 2.5- minute program breaks.
Cable has grown because of programming options and two in three homes subscribe.
Independent cable networks and a group of independent superstations provide most cable TV programming.
Two categories of cable scheduling are network and local.

5. Local and Specialty Television
Local television stations are affiliated with a network and carry both network programming and their own programs.
Local market is more varied than the national market.
Specialty TV tries to reach certain audiences in way that is more effective or efficient than network, cable, or local television.
Licensed low-power television (LPTV).

6. Syndicated and Interactive Television
Syndicated shows are TV or radio programs purchased by local stations to fill in open hours.
Off-network syndication (which includes reruns of network shows) must have 88 episodes before it can be syndicated. “Seinfeld”
First-run syndication (shows that did not meet the minimum number of episodes) move into syndication even as they continue to produce new episodes. “Rescue 911”
Interactive television is one with computer capabilities.
Three types: video-on-demand, pay-per-view, and bandwidth technology.

7. Changes in Broadcast Television
Cable is Firmly Entrenched Worldwide and Is Still Growing
Battle Raging Over Who Will Control Digital TV Technology
Network TV’s Viewership Has Declined
Television is Now a Fragmented Medium

8. Television Advertiser’s Media Choices (Fig. 10.3)

9. Forms of Television Advertising
Sponsorships
Advertiser assumes the total financial responsibility for producing the program and providing the commercials.
Participations
Advertisers pay for 15, 30, or 60 seconds of commercial time during one or more programs.
Spot Announcements
Appear in the breaks between programs, usually local buyers.

10. Measuring the TV Audience
A.C. Nielson Provides the Most Commonly Used Measures of National and Local TV Audiences:
Audimeter
Records When
The TV Set is Used
& Which Station
Watched
Viewing Diary
Provides Data On
Who is Watching
Shows
People Meters
Which TV Shows Are Being
Watched, Number of
Households Watching,
& Which Family
Members Are
Viewing

11. Advantages of Television
Reach a Large Audience in
A Cost-Efficient Manner
Use of Sound and Moving
Images Creates a Strong
Impact
Medium’s Influence on
Consumers’ Taste and
Perceptions is Pervasive

12. Disadvantages of Television
High
Cost of
Producing
&
Running
Commercials
High
Level Of
Commercial
Clutter
Television Is
Nonselective
Suffers
From a
Lack of
Flexibility In
Scheduling

13. Radio Can be Classified According to Transmission and Power.
Structure of Radio
AM Radio
FM Radio
Radio Can be Classified According to Transmission and Power.
Web Radio
Cable & DAB Radio

14. Radio Advertising
Network Radio is a Group of Local Affiliates Connected to One or More National Networks Through Telephone Wire and Satellites and Has Increased in Popularity Because of:
Complete Market Coverage
Consolidation That Produced
4 Major Networks
Increase in Syndicated Shows
Emergence of Unwired Networks

15. The Radio Audience Radio is a Highly Fragmented Medium Station Fans
46%, Clear Preference for One or Two Stations, Listen Up to 8 Hours a Day.
Radio Fans
34%, Listen to Four or Five Stations With No Preference for One Station.
Radio is a Highly Fragmented Medium
Music Fans
11%, Listen Exclusively for the Music Being Played.
News Fans
Choose Stations Based on a Need for News and Information.

16. Measuring the Radio Audience
Measure of the number of people listening to a particular station at a given time:
Station’s coverage, which is the geographic area that can pick up the station clearly.
Better measure is circulation, which measures the number of homes that are actually tuned in to the particular station.
Arbitron is an audience rating service.
RADAR is another rating service.
Birch/Scarborough-VNU conducts random phone interviews asking listening preferences.

17. High Levels of Acceptance Scheduling & Buying Difficulties
Radio
Target Audiences
Flexibility
Affordability
Mental Imagery
High Levels of Acceptance
Advantages
Inattentiveness
Lack of Visuals
Clutter
Scheduling & Buying Difficulties
Disadvantages
Lack of Control

18. Interactive Media
Interactive technology (media) is a new form of broadcast media.
Estimate that Internet will capture 50 million users by 2000.
Formats for delivering ads:
Web page,
Banner ad, .

19. Practical Tips # 1 Some Internet Buzzwords
Button ads. Squarish ads that are usually at the bottom of a Web page and contain only a corporate name or brand.
Click-through. How often a viewer responds to an ad by clicking on it.
Cookies. Information that gets stored on a viewer’s Web browser to help identify that particular person the next time it visits a particular site.
Cost per click (CPC). Ad rate charged if the surfer responds with personal information.
Cost per lead/sale. Rate charged to advertisers if the viewer responds with personal information.
Impressions. Total number of times an ad is displayed on a Web page.

20. Practical Tips # 2 Creating Effective Banner Ads
Make sure to include action words, such as press, enter, or click here.
Animation can increase response rate by 30 to 40 %.
Avoid using nondescript colors such as beige and gray.
The ad should relate to the Web site in both content and design.
People want to interact with the ad, so make sure they can.
Larger banner ads draw better results.
Pretest all the elements of the banner ad.
The life of a banner ad is very short, so keep changing it.

21. Broadcast and Interactive Media Strategies
Advertiser Should Ask About:
How Targeted
The
Audience Is
Cost of the
Medium
Ability to Meet
Advertising
Objectives
Ability to
Accommodate the
Style of
Message