Advertisements in the Broadcasting Industry

Introduction

The broadcasting industry is at the helm of entertainment for the customers. In the recent years, they have experienced a boom, which happened due to changing face of the advertisement sector. In this study, a top to down approach would be undertaken on the broadcasting media with an enhanced focus on the CBB channel. The study would critically evaluate the options and processes of CBB broadcasting and discuss on the flaws and possible gaps elaborately. Thus, the study would undertake the assistance of Use Case diagrams, Activity diagrams, and Domain class diagrams to shed further light onto such processes.

Objectives

  1. Customer satisfaction

One of the crucial factors of the Broadcasting industry is to meet the needs of the consumers by ensuring full television coverage for 24 hours (Acma.gov.au, 2017).

  1. Entertainment of the customers

The Broadcasting industry should assure that the television slots are all occupied so that no blank space appears during the live feed or during the airing of advertisements. This would confuse the consumers; as a result, they would switch channels.

  1. Improved services and contents

The principle aim of the industry is to broadcast and develop high quality and non-commercial content with a narrow focus on the needs of the children, diverse audiences, and core communities of public media well as unserved communities (Wilson, Hutchinson & Shea, 2010).

  1. Integration

The broadcasting industry has hatched plans to integrate with other forms of media to gain a competitive edge in the market.

  1. Timely

The industry ensures that their transmission events are not delayed by any accounts since the customers would not be happy if their favorite show experiences eminent issues.

  1. Reliable service

The channel should be reliable as they can procure a consistent array of highly educated and civil society informed content, which duly addresses multiple platforms (Sharrif & Kosmin, 2012).

  1. Market

The organisation CBB or this sector should acknowledge the effectiveness and competence of the market thus, procuring various strategies gaining the attention of the customers.

  1. Innovation

Innovation is a key driver in this industry and thus needs to promote highly innovated ideas that support public media efforts.

  1. Favoring the public media

Public media and its entities are vital for the industry as well as the organizations working under it. Therefore, the industry should devise strategies to gain the favor of the communities by highlighting their cause, projects and initiatives (Tambini, 2015).

Measures

  • The channel is ensuring to go for automated process, which may lead to de-employment
  • The directors are discussing on adding extra two channels for enhancing the service delivery for the customers. The customer satisfaction ratings would go higher as the customers would view the channels with greater mobility and content.
  • Ensure that the customers are satisfied with the highly educated content as failure may be detrimental for the organization. This is because if the customers remain dissatisfied, they might switch to the next channel for better content and quality.
  • The factors acting as driving factors for the customers should be the new trading currency for the industry since TV ratings would shed a bright light on the contents most preferred by the customers.

CBB

CBB is a newly launched television channel broadcasting around the Newcastle, NSW. They are a subsidiary of a multinational organization and thus want to enter the markets of Australia. Their current ventures lie in the NSW territory. Initially, they are transmitting the same schedule of programs across their broadcasting areas with slight variations in the advertisements. They have ensured that local news gets the maximum coverage and thus in dilemma over the automation process, which would allow them to have coverage of live feed as well as that of advertisement slots so that they do not go blank during transmission.

Strategic, tactical and operational aspects of the company

CBB has ventured into Australia quite recently and is undertaking strategic decisions for capturing the Australian markets. For this, they have devised the Ads On Time (AOT) under their operational aspects. They are ensuring that their sales staffs sell all the ad slots so that the channel never experiences obstacles during the live feed. Yang, Zhang & Zou (2015) have opined that brand loyalty of the organizations would enhance considerably if advertisement during the live game matches. Thus, the organization is looking for extra benefits by allowing the advertisement transmission during cricket matches or rugby league. Moreover, Ghirvu (2012) has stated that organizations are looking to fill the ad slots during live feed would gain competitive advantage, as the clients would look forward to lucrative deal thus leading to a win-win situation.

Internal environment analysis

Strengths

·         High rates of growth sales

·         Experienced management

·         Demographic dominance

·         Large trends are covered

·         Brand names and brand loyalty

·         Market entry barriers

·         Australian Government ensures monetary assistance (Goldsmith & Thomas, 2012)

Weaknesses

·         New entrants may face issues regarding covering local news

·         Competition is fierce

·         Higher costs

·         Productivity is low

·         CBB is still new in the country and thus have low brand name

·         Ratings may be troublesome

·         Weak cost structure

·         Narrow customer base is a pertinent issue

Opportunities

·         Ventures in new capital

·         New acquisitions

·         New services fetch customers attention

·         Shifting trends of customer preferences may be a bliss to conjure more benefits

Threats

·         Shifting preferences of the consumers

·         Low flow of cash

·         Limited finance

·         Raising costs

·         Changes in price

·         Technological issues

Table 1: SWOT analysis

(Source: Goldsmith & Thomas, 2012)

Porter’s five analyses

The industry competition is analyzed by the five forces devised by Porter. The five forces analysis of the broadcasting industry is evaluated below:

Bargaining power of Suppliers This factor quite is low as there are only suppliers namely the production companies and the group of directors, technicians, equipment, and anchors.

The factor shift towards the high when few suppliers are dominates the market (Encarnaçãob & Rabaey, 2013).

Bargaining power of buyers This is a crucial factor as the brand loyalty can be an influential element. One of the prominent issues is that of the changing perceptions of the customers. This can be a negative factor as the alternative options are at large. The entrants and the substitutes are high and if the customers are dissatisfied with the channel, they can easily switch to other channels (O’Neil, 2012).
Threats of substitutes In this case, the threats of substitutions are bleak. The substitutions can dominate and fetch a significant portion of the market that is now dominated by the existing companies.

Rivals or competitors can substitute the product or the services offered by the current organizations.

One of the prominent issues cites that substitutes may count on higher customer satisfaction after the existing players fail to procure improved services.

Threats of new entrants This industry poses a potential for the entry of new entrants. One of the significant hindrances the entrants face is the barrier. However, the barriers are growing weaker with the advent of new technology; they are capable of penetrating the market (Salunke, Weerawardena & McColl-Kennedy, 2013).

They also implement growth strategies by aiming higher economic scales. Wood & Poltrack (2015) have pointed out that in this case, various niches are present within the same environment. The new entrants can ensure the breakdown of costs to enter the market and fetch the dominance of the current organisations.

Competition among the rivals The intensity of rivalry is low since only a few of the broadcasting TV channels are present. All the channels produce the same products.  Innovation and existence of varied opportunities are the primary reason for competition here. The companies here that become the source of competition set the benchmarking (Peneder & Wörter, 2014).

Table 2: Porter’s five forces

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