“Measurement of Effectiveness of Marketing Strategies of Satellite Television Channels in Bangladesh”

Abstract

In today’s modern world television is not only a medium of entertainment, it has become edutainment. Satellite channels have enabled people to get knowledge and entertainment together. Realizing the need of people for edutainment different organizations have come forward and tried to meet the unsatisfied need. It has brought the world to our palms. In this paper, the author has tried to analyze the current situation of this industry and the marketing strategies undertaken by selected satellite channels in Bangladesh which include Channel I, RTV, NTV, and Bangla Vision. The channels are selected on the basis of the convenience of the researchers. The Personal interview method is used to collect data regarding the marketing activities of the mentioned channels. The main focus of this paper is to measure and evaluate the effectiveness of those marketing activities and to find out the shortcomings of the usage of marketing tools by these channels.