Background Note | HBS Case Collection | April 2010 (Revised June 2011)

Television Competes for a Digital Audience

by Stephen P. Bradley and Nancy Bartlett


In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online distribution platforms are presented as means to capture the value of online video consumption.

Keywords: Television Entertainment; Marketing Strategy; Media and Broadcasting Industry;


Bradley, Stephen P., and Nancy Bartlett. "Television Competes for a Digital Audience." Harvard Business School Background Note 710-476, April 2010. (Revised June 2011.)