9Live: Birth of a TV Channel

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Case

Reference no. 305-006-1

Subject category: Strategy and General Management

Authors: Dominik Boskamp (WHU Otto Beisheim School of Management); Lutz Kaufmann (WHU Otto Beisheim School of Management); Holger Materlik (WHU Otto Beisheim School of Management); Franziska May (WHU Otto Beisheim School of Management); Daniel Schmidt (WHU Otto Beisheim School of Management); Dominik Steinkuehler (WHU Otto Beisheim School of Management)

Published by: WHU - Otto Beisheim School of Management

Published in: 2005

Length: 15 pages

Data source: Field research

Topics: Media, TV, television industry; Germany; Strategy; Positioning; Valuation; Ethics, social responsibility; Entrepreneurship; Turnaround

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Abstract

The case study takes place at tm3, a small German TV channel. Tm3 transformed itself into the first interactive call-in television channel in 2001, and was renamed 9Live. The case presents the situation right before the implementation of the new concept. The case addresses the strategic issues of the new concept, industry and marketing analysis, as well as the financial calculations. The story revolves around Christiane zu Salm, the newly appointed CEO of tm3. Being widely responsible for the new direction of the channel, Ms zu Salm is facing a situation of dire uncertainty, with the necessity to implement a considerable change as quickly and smoothly as possible. A Power Point presentation (305-006-9) is available to accompany the teaching note.

Location:

Germany

Industry:

Media

Size:

Approximately 100 employees in 2001

Other setting(s):

2001