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PART 7-CRITICAL THINKING CASE SCRIPPS PROVIDES E-OFFERING WITH HGTVPRO.COM By 2005, more than 10 million households in the United States had selected television programs by using video-on- demand services, and this number was expected to quadruple by 2010. Nevertheless, programmers and cable operators have had difficulty finding a business model that satisfies all parties in the video-on-demand relationship, including networks, distributors, advertisers, and viewers. Now, however, E. W. Scripps Company may have found the solution—video-on-demand online. Headquartered in Cincinnati, Ohio, E. W. Scripps was founded in 1878 with a newspaper called The Penny Press. The newspaper’s target audience was the emerging mass market of urban workers. The company grew to become a diverse media corporation with expertise in newspaper publishing, national lifestyle television networks, broadcast television, interactive media, and licensing/syndication. Today, Scripps operates daily and community newspapers in 18 markets and has ten broadcast television stations and five cable/satellite programming networks. Additionally, the company owns the Shop at Home Network, a television retailing offering, and Shopzilla, an online comparison shopping service. In early 2005, E. W. Scripps set out to create a new television network without the television and without the cable. To do this, it used broadband, which allows viewers to access information via personal computers and cell phones.
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