The Value of Television Time and the Prospects for New Stations

by Stanley Besen

Download

Full Document

FormatFile SizeNotes
PDF file 1.7 MB

Use Adobe Acrobat Reader version 10 or higher for the best experience.

Purchase

Purchase Print Copy

 FormatList Price Price
Add to Cart Paperback36 pages $20.00 $16.00 20% Web Discount

Analyzes the determinants of program rates of television stations. Rates are those charges for the use of station time during which the purchaser supplies his own program. They therefore represent the station's compensation for the use of its time. Factors found to affect these rates are the number of homes with television sets in the station's market, whether the station operates on VHF or UHF, whether it is a network affiliate or independent, and the nature and number of the station's competitors. The estimating equation developed is used to explain the rate structure within television markets as well as to predict the effects of alternative policies to improve the prospects for new stations. The principal conclusion is that policies to eliminate the UHF handicap will improve the prospects for new stations but that the absence of a fourth network with which to affiliate may still leave many such stations unprofitable.

This report is part of the RAND Corporation Report series. The report was a product of the RAND Corporation from 1948 to 1993 that represented the principal publication documenting and transmitting RAND's major research findings and final research.

Permission is given to duplicate this electronic document for personal use only, as long as it is unaltered and complete. Copies may not be duplicated for commercial purposes. Unauthorized posting of RAND PDFs to a non-RAND Web site is prohibited. RAND PDFs are protected under copyright law. For information on reprint and linking permissions, please visit the RAND Permissions page.

The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.