Publications
Publications
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- All HBS Web
(233)
- Faculty Publications (39)
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- January 2011 (Revised July 2012)
- Case
National Public Broadcasting
By: Richard S. Ruback and Royce Yudkoff
Bob Williams, the CEO of National Public Broadcasting (NPB), was considering an unsolicited offer to purchase the company in the early spring of 2006. The company was a media underwriting representative for public television and radio stations throughout the United... View Details
- April 2010 (Revised June 2011)
- Background Note
Television Competes for a Digital Audience
By: Stephen P. Bradley and Nancy Bartlett
In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online... View Details
- October 2009 (Revised June 2010)
- Case
Hulu: An Evil Plot to Destroy the World?
By: Anita Elberse and Sunil Gupta
In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details
- April 2009 (Revised August 2009)
- Case
Backchannelmedia: Making Television 'Clickable'
By: Sunil Gupta, Kavita Shukla and Zachary Scott Clayton
Backchannelmedia (BCM), a three-year-old start-up, intended to completely disrupt the world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content... View Details
- August 2008
- Supplement
Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips
By: John A. Quelch
A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details
- October 2007 (Revised December 2007)
- Case
TiVo 2007: DVRs and Beyond
By: David B. Yoffie and Michael Slind
Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details
- June 2007 (Revised March 2011)
- Case
The CW: Launching a Television Network
By: Anita Elberse and S. Mark Young
In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details
- June 2007 (Revised April 2010)
- Case
Comcast Corporation
By: Anita Elberse and Jason Schreiber
In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details
- September 2006 (Revised January 2007)
- Background Note
Where to Get Your News and Information: The Digital Disruption
By: Stephen P. Bradley and Nancy Bartlett
What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details
- January 2005
- Supplement
Intel Commercials
By: Youngme E. Moon and Christina L. Darwall
Presents 14 Intel television commercials. View Details
- July 2002
- Case
Introducing ... The XFL!
By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman
When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details
- June 1999
- Case
Major League Baseball--1999
By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
- June 1996
- Case
Siemens Corporation (B): Corporate Advertising for 1996
By: Stephen A. Greyser and Norman Klein
Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details
- January 1996 (Revised January 1996)
- Teaching Note
Colonial Broadcasting Co. TN
By: Arthur Schleifer Jr. and George Wu
Teaching Note for (9-894-011). View Details
- December 1992
- Case
Du Pont: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
- March 1990 (Revised March 1992)
- Case
New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign
By: V. Kasturi Rangan and Sohel Karim
Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details
- spring/summer 1984
- Article
Children as Consumers: An Ethical Evaluation of Children's Television Advertising
By: L. S. Paine