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Your Guide To Entertainment Marketing and Performance (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgate, Al Lieberman

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4. The Business of Broadcasting: Network TV, Syndication, and Radio

In this chapter, we take a look at broadcast media—that is, content that is delivered to the consumer through a signal that is broadcast via radio waves versus cable. The business model for this conduit, be it television or radio, is based on delivering content to the consumer at no charge, earning revenue by selling advertising space to businesses eager to reach those consumers. This platform is undergoing some serious assaults, but for now, broadcast still delivers the maximum reach.

Broadcast Basics

Even with the proliferation of other conduits—Internet, cable, and satellite—broadcast has the widest consumer reach by a wide margin. Though many in this Internet day and age ...

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