TV stations told to 'stick to their knitting.' (McKinsey and Co./Teller-Gorman study recommends focus on core business)

Broadcasting & Cable, March, 1994 by Cooper, Jim

TVB study sees slow market growth, competition for market share Broadcast stations that focus on their core business during the next two years, while at the same time experimenting with new technology will have a better chance of becoming great stations. That was the conclusion of research presented last week during the Television Bureau of Advertising's annual marketing conference in Las Vegas.

TVB hired McKinsey & Co. and Teller/ Gorman to produce the special report on issues facing stations. Station executives heard that, in the future, their advertising markets will slacken, while competition for market share will intensify. The report also found that the two main dangers to broadcasters will be audience fragmentation and targeting viewers....

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