Case Study: Portugal's TVI - Media Capital Gro
Read the article "Becoming a Broadcasting Leader in 10 Years: A Case Study of Portugal's TVI - Media Capital Group" from the International Journal on Media Management. Evaluate the success of TVI, the Portuguese broadcaster, in leading the country's broadcasting market in only ten years. In your paper:
- Analyze why the acquisition of the Media Capital by the Prisa Group created many advantages.
- Explain diversification strategies as well as growth strategies adopted by TVI.
- Describe TVI's differentiation strategy and its major competitors.
- Assess TVI's targeting and segmentation approaches.
- Use the SWOT analysis provided in the case and explain how TVI should develop strategies to successfully face its future challenges (e.g., cable, other technological innovations, telephone companies entering the competition, industry and economic threats, etc.)
Article-
-Faustino, P. (2007). Becoming a broadcasting leader in 10 years: A case study of Portugal's TVI-media capital group. JMM: The International Journal On Media Management,(9)4, 151-163. doi 10.1080/14241270701632712
Recommended Resources
Article
-Chan-Olmsted, S. M., & Li, J. C. (2002). Strategic competition in the multichannel video programming market: An intraindustry strategic group study of cable programming networks. Journal Of Media Economics, 15(3), 153-174. doi:10.1207/S15327736ME1503_
-DirecTV, EchoStar outline interactive strategies. (2005, July). Retrieved from
http://www.satellitetoday.com/publications/st/feature/2005/07/25/directv-echostar-outline-interactive-strategies/
-Slocum, P., & Albarran, A. B. (2006). Strategic planning in local television newsrooms. JMM: The International Journal On Media Management, 8(3), 146-153. doi:10.1207/s14241250ijmm0803_5