Enhanced television strategy models: a study of TV web sites

摘要

This study compares the use of enhanced TV features and TV commerce features on the Web sites of cable and broadcast TV networks. Both the quantitative analysis of the specific programs featured on the Web sites and the qualitative analysis of the overall Web sites show some differences in their strategies and site usability. Some program genres could develop TV commerce opportunities more easily than others. Different program genre emphases on the Web site were found between broadcast TV networks and cable TV networks. Three enhanced TV strategy models are proposed as a result of the analysis: welcome all model; fans-friendly model; and hello model. The managerial implications of these models on TV revenue and viewership are discussed.