Identifying Viewer Segments for Television Programs

@article{Kim2002IdentifyingVS,
  title={Identifying Viewer Segments for Television Programs},
  author={Choong-Ryuhn Kim},
  journal={Journal of Advertising Research},
  year={2002},
  volume={42},
  pages={51 - 66}
}
ABSTRACT Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context. These have led to the need for more simplified and manageable segments of the broadcasting market for broadcasters as well as advertising agencies. The benefits that market segmentation offers are well established, yet broadcasters as well as advertising agencies continue to report implementation difficulties. Many complain of a lack of practical… 

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