본문 바로가기
  • Home

Diversification Strategies into the Emerging Broadband Television Industry :Leading Cable Television and Telephone Firms in the USA

  • Korean Social Science Journal
  • Abbr : KSSJ
  • 2004, 31(2), pp.81-106
  • Publisher : Korean Social Science Research Council
  • Research Area : Social Science > Social Science in general

강재원 1

1정보통신정책연구원

Candidate

ABSTRACT

The purpose of my study was to compare the differences in the strategic p artnerships between leading cable and telephone companies, and to reveal the current trends of the leading cable firms by way of a proposed strategic architecture that depicts the roles of various channel members and the interrelationships between them in the emerging broadband television industry. For the study, strategic partnerships that occurred among eight firms after the 1996 Telecommunication Act (from 1996 to 2001) were traced; AT&T Broadband & Internet Service, Comcast Communications, Time Warner Cable, Charter Communications, Verizon Communications, Southern Bell Communications, BellSouth, and WorldCom. My data source is the SDC Platinum database compiled by Thompson Financial Securities Data and Kagan and Associates, Inc. A comparison of two sectors (i.e., leading cable and telephone firms) provided some meaningful insights into identifying the differences in the trends behind their respective diversification strategies to compete in the broadband television industry. For instance, my study found that the leading cable firms preferred a relatively less “related” partnership mode to diversify into the broadband television industry in comparison with the leading telcos. Additionally, the leading cable firms’ partnerships took place more frequently at the level of traditional television programming production. These trends clearly demonstrate the interest of leading cable firms in acquiring content necessary for enhanced or interactive television through “unrelated” partnerships with traditional television programming production companies.

Citation status

* References for papers published after 2022 are currently being built.