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Example research essay topic: Television Stations News Corp - 1,025 words

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The weekly periodical TV Guide needs to both create and market two new products, TV Guide On Screen, and TV Guide Online. These two new forms of the periodical should be worked on and made available to the consumer as soon as possible, as there are several companies working to undermine TV Guides dominance in the industry and are threatening to beat them to the new and informative mediums. Perhaps the most logical way to have the new products gain recognition is to heavily advertise through various forms, ranging from print, radio, and even on television. To help fund and launch advertising campaign, it would be advisable for the publishers of TV Guide to collaborate with the many other companies that News Corporation owns which could, conceivably, reduce the costs of starting the programs.

If TV Guide is able to strike a deal with the New York Post, Boston Globe, or one of the many television stations affiliated with News Corporation, there would be a great number of consumers exposed to the new services offered, therefore helping boost the new TV Guide products. In this document, I will explain how TV Guide can develop new means of communication in the television programming schedules. The new developments carry a huge responsibility because they will decide the fate of TV Guide; if they succeed, TV Guide will remain a high quality, informative product for TV viewers everywhere, if they dont succeed, TV Guide will surely be phased out by its competitors. Background & History TV Guide, founded by a Walter Annenburg in 1953, is a weekly magazine that informs its readers of television program schedules, cover stories about television shows as well as interviews with television celebrities. TV Guide, over time, became the third largest US magazine, as measured by revenue, and in 1994 was the most circulated weekly periodical. At that time, 14 million copies were in circulation each week, which is considerably fewer than the 1979 peak of 19 million.

In 1988, TV Guide was sold to News Corporation (News Corp. ), a worldwide firm in control of newspapers, publishing companies, television stations and satellite companies, periodicals and the like. TV Guide was reportedly sold for a sum of 2. 8 billion dollars. News Corp. wanted more than to merely own TV Guide, they were interested in expanding it, and moving it into new and progressive technologies to increase its overall circulation. To deal with the objective, a new division under News Corp. called News America New Media (NANM) was opened in 1989.

The division was responsible for research and developing new means for TV Guide to be distributed. The first option the NANM division encountered was the TV Guide On Screen idea. The concept, essentially, had two possible routes: passive, where the viewer watches a continuous feed of channel listings on a cable channel, and interactive, where the viewer actively searches through the TV Guide database to find a specific listing. The interactive model allows the viewer to sort listings by category, rating, or a whole list of specific sub-divisions. This interactive model is more viewer-specific or personal approach, rather than grouping all viewers together and having them watch one general channel. The second option that the division devised was an Internet site that would allow viewers to tap into the wealth of knowledge available via TV Guide.

There would be two parts to the site, first the listings section, which would be very similar to printed version of TV Guide, along with the advantages of the interactive On Screen version. The other part of the site would host the in-depth coverage of celebrities, as well as occasional chat sessions with the celebrities. The listings would be available to all, free of charge, but the editorials, interviews and chat sessions would be exclusively for TV Guide Online members. Problem TV Guide is losing readers in the print format but would like to remain the leader in providing television listings.

Other companies, including TV Guides direct competitors, have developed advanced technologies that provide viewers with television listings. The two major mediums that have potential to be exploited are television (either via cable boxes or satellite mini-dishes) and the Internet. TV Guide must decide to promote one or both of the new divisions, TV Guide On Screen and Online, to be able to keep up with their new competitors. Options Among all of the technical information presented to TV Guide, they are also faced with the problem of deciphering what their options actually are. An abridged version of their options is included, and then a brief summary of the consequences of each particular option. A passive channel showing television listings; accessed by buying the channel from a local cable operator.

A cable box operated interactive television guide. The box is free, but a monthly service charge would apply. A free Internet site with television listings, similar to the passive television option. An Internet club offering members interactive services, and bringing television news, celebrity interviews and celebrity chat sessions. The advantage of the passive television channel is that it would be easy for TV Guide to reach homes across the nation.

Contracting deals with individual local cable operators would be the only obstacle preventing TV Guide On Screen from being viewed in every home with cable television. The problem, if there is one, with the passive channel is just that: it is passive. Competitors are offering easy to use interactive systems that allow viewers to seek out the television listings they desire, rather than passively watching the listing go by. The other television based system being proposed, the interactive version, requires the consumer to obtain a special TV Guide built cable box and pay a monthly fee for the benefits of customized listings. The viewer is able to choose what listings they wish to see, e. g. , Sunday football games, romance mysteries rated three stars or better, etc Having customized listings is, without a doubt, a clear-cut advantage over the passive television option.

There is, however, a draw back to the interactive option: it requires the consumer to obtain a specialized cable box. Making the consume...


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Research essay sample on Television Stations News Corp

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