Case Study : Media Ups And Downs
Case Study : Media ups and downs Summary: The Australian made midday
television program “Day time with Amanda” first aired in 1993, showing good
ratings and high advertising revenue during its early stages. Became a well
known program dominating its allocated timeslot, with loyal viewers.
Target
market for program are older mature females. The younger females are attracted
to the American talkshow competition. Presenter Amanda Stanton is a key
strength, attracting and holding viewers. Key Issues: Advertising revenue for
the program is declining. Due to the fact that the target market of the program
are non income earners (program is screened during working day), advertisers are
deciding to promote else where. Advertisers are becoming more innovative in
promotion ideas. Competition is intensifying. The programs rating are
declining and viewers are being attracted elsewhere. Recommendation: I believe
serious changes must be implemented to ensure the future success of the
television program. Firstly, the target market which it addresses. Research on
what viewers want to see, and why they are being attracted elsewhere must be
sought. The program has a large audience on Mondays, Wednesdays and Fridays –
why not the other days? The perception of the show needs to be refreshed. If the
pro
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