For a supply-side marketing in television

Date of publication: June 15, 1991


The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich them so as to allow the constitution of a complete marketing strategy that extends from product conception to distribution. It is based on the fact that television today should be built more on a supply-side marketing than on that of demand, and is grounded in a dual approach, ever comparative, which allies in a complementary manner: - socio-semiotic analysis, - taking into account intercultural phenomena. It may be used as a testing tool for existing programs and programming, although it is mainly destined to be employed in up-side applications, prior to even program conception and programming layouts. This method may be fruitfully used by all parties concerned with audio-visual production and broadcasting: - broadcasters (refining programming schedules, assistance in defining purchasing and co-production policies) - producers (assistance in the drafting of bibles, analysis of broadcaster policy and programming) - sponsors (analysis of image correspondances and associations) - advertisers (qualitative media planning).

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