The Internet business book
Digital's World-Wide Web server: a case study
Selected papers of the first conference on World-Wide Web
Understanding internet advertising
ICIS '97 Proceedings of the eighteenth international conference on Information systems
Doing More Business on the Internet
Doing More Business on the Internet
The Internet Business Companion: Growing Your Business in the Electronic Age
The Internet Business Companion: Growing Your Business in the Electronic Age
E-business in the entertainment sector: the Egmont case
International Journal of Information Management: The Journal for Information Professionals
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This research investigates the advertising potential of the Internet services offered by television stations. It develops a conceptual framework for assessing the benefit of such on-line services. The framework at the core of the research, the 'On-line-Success-per-Programme-Typology', integrates programmes, success factors, and on-line services to provide a basis for detailed investigation. To develop this framework, the paper analyses the interdependencies between audience share and programme-specific advertising income, hits on Web pages and Internet-specific advertising income, and hits and programme-specific advertising income. Four critical success factors are identified: programme-specific factors 'contemporaneity', 'emotional tie' and 'individuality and interactiveness' and a non-programme-specific factor 'image'. Then the importance of these for different types of TV programmes is assessed. A new classification of TV on-line services is proposed which focuses on the unit of interest, be it station, channel, or programme. A model of the impact of on-line services on TV success factors is developed. From this seven impact propositions are put forward. To demonstrate its management worth, the framework is applied to the on-line services of two German TV stations. The paper concludes with a critical assessment of the framework and raises questions for further research.