Launch of Freeview in Australia: where did the audience come from?
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(Published version)
Date
2011
Authors
Beal, V.
Hartnett, N.A.
Collins, M.
Editors
MacCarthy, M.
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Conference paper
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Australian and New Zealand Marketing Academy Conference proceedings: Marketing in the age of consumerism: Jekyll or Hyde?, 2011 / MacCarthy, M. (ed./s), pp.1-8
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Australian and New Zealand Marketing Academy Annual Conference (28 Nov 2011 - 30 Nov 2011 : Perth, Australia)
Abstract
The television industry in Australia has undergone the most significant change in its history with the introduction of digital free-to-air television service known as Freeview. The launch presents a unique opportunity to examine the impact of channel proliferation at the point of entry into the market, rather than looking at aggregate change from year to year, as has been done in the past (Goodhardt et al., 1975; Barwise and Ehrenberg, 1988; Sharp et al., 2009). Although many of the patterns found are as expected given the findings of past research, we also found programming on existing channels had a large impact on launch performance.
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Copyright 2011 Australian and New Zealand Marketing Academy