TV Guide: Taking TV's Oldest Brand Into a New Century

摘要

In recent years, the TV Guide brand has become just as synonymous with onscreen programming guides as it has for its ubiquitous magazine. As we head into a new millennium, the company is poised to take its place as TV's old guard for the incoming crop of interactive television (ITV) power brokers. The TV Guide channel (formerly the Prevue Guide) is currently being used as a testing ground, while the company works closely with DRTV marketers to track response rates—data which could prove to be invaluable for TV and ITV comparison studies. At the same time, TV GuidernInteractive is being readied as a television, and video on demand (VOD), service portal. TV Guide Interactive is currently integrating with all VOD players in the field and makingrnits software available for any cable operator. Henry Yuen, CEO, envisions the interactive programming guide as the starting point for any TV experience—the Yahoo! of television. Outside the ITV arena, Yuen has purchased the two leading e-book companies (NuvoMedia and Softbook), finding yet another digital home forthe TV Guide brand.rnResponse takes a glance at TV Guide— the company, the future and the brand.