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Windowing television content: Lessons for digital business models

Parry, Glenn, Pogrebna, G. and Vendrell-Herrero, F. (2018) Windowing television content: Lessons for digital business models Strategic Change, 27 (2). pp. 151-160.

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Abstract

There is a market for successful distribution of television content using a Windowing strategy. This article investigates if a strategy where content is made available to consumers through different channels over time, a "Windowing" business models, is appropriate for releasing television programs. By initially exposing consumers to a controlled quantity of free content greater value can be captured at later stages as 55% of these consumers are 13-20% more likely to become paying subscribers.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Parry, Glenng.parry@surrey.ac.uk
Pogrebna, G.
Vendrell-Herrero, F.
Date : March 2018
Funders : EPSRC - Engineering and Physical Sciences Research Council, Spanish Ministry of Science and Innovation, European Union (Horizon 2020 Marie Skłodowska‐Curie Actions Project MAKERS: Smart Manufacturing for EU Growth and Prosperity)
DOI : 10.1002/jsc.2190
Copyright Disclaimer : © 2018 John Wiley & Sons, Ltd.
Depositing User : Diane Maxfield
Date Deposited : 29 Jan 2020 15:17
Last Modified : 29 Jan 2020 15:17
URI: http://epubs.surrey.ac.uk/id/eprint/853477

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