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PDFOpen Access (License Unspecified), Open Access
Thesis
A comparison of television network launch strategies in China and the US
Master of Science (M.S.), Drexel University
01 Sep 2014
DOI:
https://doi.org/10.17918/etd-6173
Abstract
The purpose of this qualitative case study is to determine what strategies are utilized by television networks to enter Chinese and American markets, what affects those strategies, and how to be successful in a government-controlled media environment. This research mainly focused on two case studies to understand the differences between how TV networks are launched in China and the US, in order to illustrate the differences between the Chinese and American media systems. A questionnaire was sent out to MTV China and MTV USA to collect basic information about their television operations in both China and the US.
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Details
- Title
- A comparison of television network launch strategies in China and the US
- Creators
- Mingyao Zhao - DU
- Contributors
- Philip W. Salas (Advisor) - Drexel University (1970-)Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6173; 991014632059604721