Strategia marketingu zróżnicowanego opartego na segmentacji rynku telewizyjnego (narrowcasting)
The diverse marketing strategy based on the segmentation of television market (narrowcasting)

Summary/Abstract: New technological possibilities, digitalization and media convergence lead to increased competition on television market and new challenges for media groups and enterprises. In the case of media market we are dealing with something called dual product market. There are two distinguished basic groups of consumers: individual consumers (viewers) and institutional buyers – advertisers and sponsors. Media groups have to choose between two strategies: the mass market strategy (broadcasting) and the diverse marketing strategy based on the segmentation of television market (narrowcasting). The decreasing role of mass audience leads to launching new thematic stations and growth in their importance.

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