Treffer: A Programming and Positioning Strategy for Cable Television Networks.

Because cable networks lack the resources of the major broadcast networks, they must resort to "narrowcasting" to obtain a market niche. Finding that market niche is a key to any cable network's survival. This paper describes an approach to planning the programming of a cable network, which enables it to carve out a unique market niche which has the largest possible audience. Cable networks, like the major broadcast networks, depend on advertising revenue to a large extent. All things being equal, increasing audience size will bring higher advertising revenue. The positioning of a new cable network and the repositioning of an existing cable network are discussed. The methodology may also be applied to position independent channels. [ABSTRACT FROM AUTHOR]

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