Nguyen, C.Romaniuk, J.Tojib, D.2025-12-172025-12-172009ANZMAC 2009 conference proceedings: Sustainable management and marketing, 2009 / Tojib, D. (ed./s)9781863081580https://hdl.handle.net/1959.8/117111This research investigates the influence of positive word-of-mouth (PWOM) and negative word-of-mouth (NWOM) on the viewing of new season TV programs. we find that successful new shows have very similar PWOM metrics to returning programs, whilst failed new shows have slightly lower PWOM compared to those that succeed. Instances of NWOM were low for all types of programs, which cast doubt on its ability to drive new program failure. Past viewing of a program was the largest driver for the giving of PWOM. Thus, the biggest issue for a new show is not having anyone talk about it at all, as it is competing for WOM with returning shows being launched at the same time.enCopyright 2009 ANZMACnew television programpositive and negativerecommendationword-of-mouthConference paper