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Thumbnail image for product with reference number 9-515-037
Managing Multi-media Audiences at WHDH (Boston)
Case
-
Reference no. 9-515-037
Subject category: Marketing
Authors: Thales S Teixeira (Harvard Business School); V Kasturi Rangan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2014
Version: 6 March 2015
Length: 21 pages
Data source: Field research
Topics: Marketing; Online media; Television; Advertising; Economics; Competition; Consumer behavior; Organizational change; Change management; Marketing strategy; Decision making
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Abstract

WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begin to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to push viewers to the station's website and monetize online, or use an online presence to build loyalty to Channel 7 and thus drive viewers to TV.
Size:
50-500 million, mid-size employees
Other setting(s):
2008-2014
Thumbnail image for product with reference number 9-524-P07
Managing Multi-Media Audiences at WHDH (Boston)
Case
-
Reference no. 9-524-P07
Portuguese language
Subject category: Marketing
Authors: Thales S Teixeira (Harvard Business School); V Kasturi Rangan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2014
Version: 6 March 2015
Revision date: 15-Mar-2024
Length: 22 pages
Data source: Field research
Topics: Advertising; Business communication; Change management; Competitive strategy; Consumer behavior; Decision making; Economics; Marketing strategy; Organizational change
View full details

About

Abstract

WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begin to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to push viewers to the station's website and monetize online, or use an online presence to build loyalty to Channel 7 and thus drive viewers to TV.

Settings

Size:
50-500 million, mid-size employees
Other setting(s):
2008-2014

Related

Thumbnail image for product with reference number 9-524-P07
Managing Multi-Media Audiences at WHDH (Boston)
Case
-
Reference no. 9-524-P07
Portuguese language
Subject category: Marketing
Authors: Thales S Teixeira (Harvard Business School); V Kasturi Rangan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2014
Version: 6 March 2015
Revision date: 15-Mar-2024
Length: 22 pages
Data source: Field research
Topics: Advertising; Business communication; Change management; Competitive strategy; Consumer behavior; Decision making; Economics; Marketing strategy; Organizational change
View full details