The Key Predictor of RBB Success
Ultimately, when dealing with consumer markets, winning comes by matching content to the appropriate distribution method.
Broadcast TV was the technological fit for a passive mass audience because of its one-way distribution of video and sound. From its earliest days to the present, from I Love Lucy to The Simpsons, from the first televised Olympics to the most recent NBA finals, television's programmers have sought to tap into broad, shared entertainment preferences. Broadcast TV was and still is an ideal advertising delivery mechanism as well, a fact that has subsidized it and ensured its continued existence.
The Internet is the technological fit for the active, two-way, point-to-point dissemination of information. ...
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