SATELLITE SERVICE

Marketing Strategies For The Promotion Of Satellite Service

Table of Contents

CHAPTER 1: INTRODUCTION3

PURPOSE OF THE STUDY3

RATIONALE OF THE STUDY3

SIGNIFICANCE OF THE STUDY4

OVERVIEW4

RECENT HISTORY5

DIVERSIFICATION8

VERTICAL INTEGRATION9

MARKET DEVELOPMENT10

PRODUCT DEVELOPMENT12

PENETRATION12

PURCHASE STRATEGIES13

CORPORATION STRATEGIES13

DEVELOPMENT STRATEGIES14

British Sky Broadcasting Group PLC16

Carlton Communications PLC20

Channel Four Television Corporation22

Granada PLC25

Other Companies26

Crown Castle International26

Digital Interactive Television Group Ltd27

EMAP PLC28

FTN29

Kingston Communications (Hull) PLC29

TVCompass Ltd30

REFERENCE32

APPENDIX33

Chapter 1: Introduction

Purpose of the study

The purpose of the examine is to describe the importance of modern marketing strategies fascinated for promoting a digital satellite video service within UK.

 

Rationale of the study

The run implemented by the digital satellite video service financial collections in the furnishes of high-speed World Wide Web entry to to clients in actual has been very significant. More than 9 per 100 of families in the America today exercise a twisted rope modem to entry to the World Wide Web and the expansion rate is through 19.99 per 100 per annum. In the England, the figures are minor but growing fast. Worldwide, in total, the diagram of families accessing the World Wide Web by twisted rope modem will before long exceed 19.5 million. However, in spite of the triumph of the twisted rope modem supported services, the digital satellite Television service businesses that treats them has qualified numerous very many fiscal annoyance, with ample linked publicity. At the heart of their annoyances lay the item that the approach for expansion through the improvement of the “triple play”, that is, of planning video enjoyable performance, telephony services and World Wide Web entry to in handsomely charge aggregation collections, had went incorrect to get together the primary expectations. The approach chased had not organised adequate improvement in the client market position to empower its providers to create profits passable to bind the assignments of its provision. (Winslow 2002, p.54) Therefore, this examine discusses come seal the accesses connected to dealing approaches for endorsing a digital satellite video service.

 Significance of the study

The meaning of the examine is that these approaches taken on for the future are dubious to be thorough adequate to modification materially the industry's placement, the inventive content interior the approaches being supposed insufficient. The businesses faces very many practical and fiscal tests and will face an more and more arduous enterprise surroundings for the foreseeable future. This introduction is chased by a condensed re-evaluate of the digital satellite video service businesses, an elucidation of the examine approach, an delineate of the strategic inferences and serious triumph constituents originating from the interview sightings and diagrams, a debate of future approaches chased by closing observations and suggestions account for the subjects that immobile deficiency to be taught by the industry. (Winslow 2002, p54)

 

Overview

British digital video market has created speedily since its launch in 1998 and is now accessed by 9.4 million families, which made higher of 38.8% of ENGLAND households. In 2002, the market was worth £2.74bn. (UK Yearbook 1999, pp.45-51) The market has created since the first launch of Sky Digital and ITV's Ondigital in 1998. The market has since supposed the closure of ITV Digital, the England's beforehand ...