Filmi Masala: January 2013

Best Niche Market

Best Niche Market Biography

The consolidation of news departments through local marketing agreements between "major" network affiliates has been criticized for resulting in employee layoffs at the affected stations, and for reducing the number of editorial voices in a market, as two separately-branded newscasts may ultimately consist of much of exactly the same content. In 2009, Raycom Media (owner of Hawaii's NBC and MyNetworkTV affiliates) was faced with complaints after it announced that it would take over operations of CBS affiliate KGMB under such an agreement, fold all three stations into a shared news operation known as Hawaii News Now, and lay off parts of its workforce. The Media Council of Hawaii attempted to complain to the FCC about the agreement, stating that it would "directly reduce the diversity of local voices in a community by replacing independent newscasts on the brokered station with those of the brokering station." In response, the FCC stated it would begin to investigate into the matter[2][3]
Broadcasters can also collect carriage fees for the stations they operate under LMA's on behalf of their owner, often bundling its carriage agreements with those of stations they own outright. This can, especially in LMA's between two stations affiliated with "major" U.S. networks, allow the broadcaster to charge higher fees for retransmission consent to television providers for carrying the stations—which could result in smaller cable companies not being able to afford the higher fees imposed.[1][2]
However, many broadcasters who engage in the practice believe that such agreements are beneficial to the survival of television stations, especially in smaller markets—where the cost savings achieved through the consolidation of resources and staff may be necessary to fund a station's continued operation.[1][2]In a 2005 Canadian dispute, Rogers Communications and Newcap Broadcasting had a joint sales agreement pertaining to CHNO-FM in Sudbury, Ontario, but community interests and the lobby group Friends of Canadian Broadcasting presented substantial evidence to the Canadian Radio-television and Telecommunications Commission that in practice, the agreement was a de facto LMA, going significantly beyond advertising sales into program production and news gathering. LMAs in Canada cannot be implemented without the CRTC's approval, and in early 2005, the CRTC ordered the agreement to cease.[4]
In 2008, the Filipino Associated Broadcasting Company leased its airtime to the Malaysian broadcaster Media Prima (through the local subsidiary MPB Primedia, Inc) in a similar fashion to an LMA—with MPB Primedia providing entertainment programming, and ABC handling news programming and operations. Soon afterward, ABC and Media Prima were sued by rival media company GMA Network, Inc. for attempting to use the partnership to skirt laws requiring domestic ownership of broadcasters. In response, ABC's media relations head Pat Marcelo-Magbanua reiterated that the subsidiary was a Filipino company which was self-registered and Filipino-run.[5] The concerns became moot in 2010, when Media Prima announced it would divest its ownership in the network to PLDT's broadcasting subsidiary MediaQuest Holdings[6]

Best Niche Market

Strategic Marketing

Strategic Marketing Biography

In U.S. and Canadian broadcasting, a local marketing agreement (or local management agreement, or LMA) is an agreement in which one company agrees to operate a radio or television station owned by another licensee. In essence, it is a sort of lease or time-buy.
Under Federal Communications Commission (FCC) regulations, a local marketing agreement must give the company operating the station under the agreement control over the entire facilities of the station, including the finances, personnel and programming of the station. Its original licencee still remains legally responsible for the station and its operations, such as compliance with relevant regulations regarding content.
Occasionally, "local marketing agreement" may refer to the sharing or contracting of only certain functions, in particular advertising sales. This may also be referred to as a local sales agreement (LSA) or a joint sales agreement (JSA). In the U.S., JSAs for radio stations are counted toward ownership caps.The most common use of an LMA in television broadcasting is to create effective duopolies between stations, allowing the consolidation and sharing of resources between them such as facilities, personnel, advertising sales, and programming. The sharing of resources between stations in this way can allow more streamlined and cost-effective operations of multiple stations.[1]
Local marketing agreements also allow duopolies where they are not legally possible; FCC regulations only allow one company to own more than one station in markets where there are at least 8 distinct broadcast television stations. As such an operational agreement does not transfer ownership of the station's license, this can allow a broadcaster to operate more than one station in a market, even where there are too few stations to allow one, or to allow one between the top two stations in a market (which is prohibited in all markets).[2]The use of LMA's has been considered controversial by many broadcasters and public interest organizations. Sinclair Broadcast Group and Nexstar Broadcasting Group have been singled out as broadcasters utilizing LMA's as part of their business models the most—the two broadcasters have financed holding companies (such as Cunningham and Mission Broadcasting respectively) whose only purpose are to acquire television stations in smaller markets outright so that they can be operated through an LMA by a station in the same market owned by its respective company.[1][2]

Strategic Marketing

Local Marketing

Local Marketing Biography

Geomarketing is the integration of geographical intelligence into various aspects of marketing, including sales and distribution. Geomarketing research is the use of geographic parameters in marketing research methodology, including from sampling, data collection, analysis, and presentation. Geomarketing Services related to routing, territorial planning, and site selection where the location is the key factor for such disciplines.
The core base of Geomarketing is the digital map; it can either make or break the concept. Equally important, though, is the association of data with these maps using some place-based component.[1]
In marketing, geo (also called marketing geography or geomarketing) is a discipline within marketing analysis which uses geolocation (geographic information) in the process of planning and implementation of marketing activities.[2] It can be used in any aspect of the marketing mix – the product, price, promotion, or place (geo targeting). Market segments can also correlate with location, and this can be useful in targeted marketing. The methodology geomarketing is successfully applied in the financial sector through identifying ATMs traffic generators and creating hotspots maps based on geographical parameters integrated with customer behavior.[3]
Geomarketing has a direct impact on the development of modern trade and the reorganization of retail types. Site selection becomes automated and based on scientific procedures that saves both time and money. Geomarketing uses key facts, a good base map, proper data layers, reliable consumer profiling, and proper success/fail criteria.
GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer.Recommend nearby social events.[2]
Determine where the customers are (on country, city, street or user level).
Determine who the customer is (on organisation or user level), or make a guess on it based on earlier encounters by tracking IP address,[4] credit card information, VOIP address, etc.
Visualize any data in a geographic context by linking it to a digital map.
Locate a web client's computer on a digital map.
Calculate summary information for specific areas.
Select customers within specific areas.
Select customers with a certain radius of a point.
Using micro-geographic segmentation select customers similar to a specific type in the rest of the country.
Some of the software used includes Geoconcept Sales&Marketing Portal, Opti-Time, MapInfo, ArcGIS (ESRI), RegioGraph (GfK), assorted open source like Mapwindow, DIVA (which while normally used for bio-diversity creates very visually pleasing density maps), GRASS (which works in Linux and Windows environments) GeoEdge (tracking local ads and pages). Several other software are available. Indeed Google Earth provides an excellent set of images that are always useful.

Local Marketing

Wednesday 9 January 2013

Best Niche Market

Strategic Marketing

Local Marketing