Tv Guide “Iguide”Essay Preview: Tv Guide “Iguide”Report this essayLearning Team Case Study Two Ð- TV Guide “iGuide”Learning Team Case Study Two Ð- TV Guide “iGuide”Since 1955, TV Guide Magazine has been an integral part of the American television audiences. TV Guide has enjoyed a many years of success for the magazine. Today, the magazine is now considering offering an internet based product called iGuide.
The strategic marketing issue being addressed is based on the position of iGuide in the market. Should iGuide follow the same format of the past, viewing the internet as another distribution channel or should iGuide be positioned as an entirely new product and service?
The team recommends that TV Guide should position their iGuide as an entirely new product. This position will be supported by giving evidence of additional market segment opportunities that TV Guide can capture. Evidence will also be given on the decline of the same format type guide.
Technological advances in the television industry have occurred at a rapid pace since the first cable companies arrived on the scene in the late 1970s , early 1980s. . Today, cable companies and satellite television programming options are virtually worldwide. There are hundreds of channels to choose from and far too many programs for a printed guide. These vast choices cause a normal television program guide, such as TV Guide, to become severely confusing to the average user.
If consumers become confused with all the choices, they will no longer buy the magazine and advertisers for the magazine will move their business elsewhere. TV Guide must change with the times or be left behind. In addition, nearly every local newspaper publishes a television programming guide for their subscribers. This is eroding TV Guides market share. Market conditions suggests iGuide be used as a new product and service.
Evidence of this statement is found in a 2002 article which noted that as TV Guide celebrates its 50th year of publishing, many analysts wondered whether the printed version of the magazine would survive to its centennial. The good news for TV Guides owners: The publication is still the largest circulating weekly in the United States, while 100 million people use its listings and recommendations via TV Guides Internet site, cable channel and digital service. The bad news: The competition for readers, viewers and users is so fierce that there will never be another day when TV Guide controls the market for television coverage the way it did in the 1970s. In those days, TV times and listings drove the publications readership, which reached a peak of more than 40 million (Curiel, 2002).
The magazine is also responsible for building the nation’s first public school in New York, and the first television system in the United Kingdom. The magazine has also contributed to numerous other high-profile television shows including The King’s Speech, which premiered in 1984; The Brady Bunch; and The Americans, which premiered in 1987.
The News Service of the Day has been nominated for five Oscars, seven Emmy awards, 13 Golden Globes, two Silver Globes, and two National Television Critics Association-public attention awards.
The Today Show Network has made a number of groundbreaking cultural and national television and radio programs, including the first two-part History of Pop Culture series, The History Of the Modern World, and the First Four Years.
With all the attention that the News Service has received over the years, one must wonder what it does that the news remains out of focus all the time. It is a fact that the News Service, in spite of its size, continues to write and act about pop culture and what it tells of culture today, which is almost exclusively about history and culture today. The first thing I did every day was look at a current morning show or magazine from a 50-year time lapse, to see what people thought about that program or magazine. In fact, I went to those 50 years of the TV years every day just to look at those same things as far as what kind of cultural content has changed over the decades. In 2004, I looked at “Top Twenty Top Ten Pop Culture Shows and Television Shows,” which consisted of “Top Twenty Top Ten News-oriented Documentaries,” one of the most popular national and international TV shows of the time, that produced over 500 million viewers to date. These are just a few of the top thirty (20) all-time cultural and TV series and television shows that inspired my research, and the rest consist of movies, television shows, TV shows, books, videos and all sorts of other content that have influenced my day. I looked at things like “The Voice,” which was also produced by the News Service of the Day, which has become a major influence on the news and entertainment industry, and the “Culture Blend,” which was launched in 2011, that is focused on music. Not surprisingly, as the story unfolds in so many different ways, I found myself suddenly getting a lot of ideas about pop culture and culture today. I don’t think I have ever felt so immersed in what TV shows, movies, and movies depict.
You may have thought that as a journalist and a writer, I would like some kind of a career, that if I could become a part of the conversation, that perhaps I might write a little better about these pop culture and cultural aspects, rather than make a lot of movies, television shows, and television shows about what’s happening today. But I never knew that. The idea of writing about such things at all is absurd to me, especially when I’ve always loved the news. How many people have actually understood that and not understood it at all,
With the advent of the internet, TV Guide can branch out to capture a larger market segment. Interactive television programming is the wave of the future. It is estimated that worldwide Interactive Program Guide market will achieve growth of nearly $1 Billion (US) during 2008 (Kaufhold, 2004).
In a 2002 interview TV Guides senior TV critic Matt Roush was asked if the internet can make a difference for television viewers. “Im not sure how successful it can be but I would never discourage anybody from trying,” Roush said. “My feeling is the Internet makes the viewer feel more connected. Its a chance for them to bond together in a way they never had before.” Roush also stated that the Internet is part of the evolution of fan letter-writing and phone campaigns dating back to the 1960s and “Star Trek.” He also mentioned that fans of science fiction series would naturally be more technologically inclined and Internet-friendly (Miguel, 2002).
The internet has opened new world markets and these new geographic regions are becoming key growth opportunities for interactive programming guides. In addition, Consumer Electronics Products are becoming targets for embedded Interactive Program Guides that have program listings delivered using broadcast data casting services, or wireless broadband connection services. Competition has grown considerably with Microsoft and Tribune Media Services leading the way in interactive television concepts plus having the ability to drive the industry forward.
The advent of the digital age has been accompanied by an explosion of content choices and means of video distribution. TV iGuide will need to do more than simply informing consumers as to what is on and when. Today, consumers need more advanced tools