Is Having More Channels Really Better? A Model of Competition Among Commercial Television Broadcasters

Yong - Liu, Daniel S. Putler, Charles B. Weinberg

Research output: Contribution to journalArticle

41 Citations (Scopus)

Abstract

Competitive behavior in commercial television broadcasting is modeled to examine program choice and the effects of more channels being available on firm strategy. Specifically, broadcasters compete by selecting both the "type" and quality level of a program to offer, but do not compete on price. We obtain five major results. First, a comparison of monopoly and duopoly markets indicates that broadcasters in an industry with a larger number of competitors may provide programs of lower quality compared to broadcasters in an industry with a smaller number. Second, in terms of viewer welfare, having more channels available is not necessarily "better." Third, broadcasters tend to choose an intermediate level of differentiation in terms of the types of programs they provide, resulting in a "counterprogramming" strategy. In other words, avoidance of price competition is not required for competitors to differentiate themselves from each other. Fourth, if one broadcaster starts the evening with a higher-quality (higher-rated) program than its competitor, its second program should also be of higher quality. Finally, a broadcaster's first program should be of equal or higher quality than its second program. Put another way, it always behooves a broadcaster to "lead with its best".

Original languageEnglish (US)
JournalMarketing Science
Volume23
Issue number1
StatePublished - Dec 2004
Externally publishedYes

Fingerprint

Television commercials
Competitors
Industry
Firm strategy
Duopoly
Price competition
Competitive behavior
Broadcasting
Monopoly
Avoidance

Keywords

  • Competition
  • Competitive strategy
  • Entertainment marketing
  • Game theory
  • Market structure
  • Media
  • Product policy

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Is Having More Channels Really Better? A Model of Competition Among Commercial Television Broadcasters. / Liu, Yong -; Putler, Daniel S.; Weinberg, Charles B.

In: Marketing Science, Vol. 23, No. 1, 12.2004.

Research output: Contribution to journalArticle

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