|
|
|
|
The media market is currently undergoing a fundamental change: This is manifest by a persistent online boom, diversity of digital programs broadcasted via cable and satellite as well as a trend towards television time shift by means of Personal Video Recorders (PVR).
Commercial TV stations have to increasingly explore new sources of revenue alongside traditional financing such as advertising and sponsorship revenue. The relationship with the viewer is crucial in this context. Call TV, Teleshopping, Video On Demand and the marketing of licensed products are only a few examples.
The potential of direct marketing through television is largely unexploited.
The precondition for such direct marketing would be to make the viewer, who has thus far remained anonymous, accessible to receive personalized offers subject to consent. This is where Audience Relationship Management ® begins.
 Audience Relationship Management
|
