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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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6. Digital Disruption

Digital technology has created gigantic shifts throughout the business world. The full impact has yet to be seen, as it is still morphing—by the minute. In this chapter, we start our discussion of the challenges rattling the entertainment ecosystem by examining the impact on film, broadcast, and cable television. Although the disruption is not limited to these platforms—as you will clearly see in the following chapters—much of the new technology is taking aim at these major content providers, warranting this singular discussion.

Cable Levels Off: The Era of New Challenges

The changes wrought by digital technology have been especially vexing for all forms of television. Even with all of the marketing strategies discussed ...

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