TFC week 2 - The Fashion Channel (TFC) was a widely...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks began to copy its concept and take market share of it, which as a result, had a severe negative effect on TFC’s advertising revenue and affiliate fees. The problem is how to develop the segmentation and positioning, change the current content of programming, and reach the target customers, so as to get back those market shares from competitors, create more revenues and maintain TFC’s early standing. There were several hundred competitors in this industry and they took note of TFC’s concepts. TFC faced double-edged competition rendering it have to focus on not only ratings and demographics but also program subjects. Moreover, surveys showed that TFC had the lowest indexes, which actually made its affiliate fee at the low end as well. At the same time, the target consumers of competitors were premium CPM (cost per thousand)’s groups, while TFC only
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/10/2012 for the course MKT 500 MKT 500 taught by Professor Harris during the Spring '11 term at Strayer.

Ask a homework question - tutors are online