麦肯锡季报-McKinsey on Media & Entertainment

是 否 +2 论坛币

k人 参与回答

经管之家送您一份

应届毕业生专属福利!

求职就业群

赵安豆老师微信：zhaoandou666

经管之家联合CDA

送您一个全额奖学金名额~ !

立即领取

感谢您参与论坛问题回答

经管之家送您两个论坛币！

+2 论坛币

<P>麦肯锡季报-McKinsey on Media & Entertainment<BR>April 2004</P>
<P>2007_McKinsey-Using_mobile_phones_to_boost_TV_ratings.pdf</P>
<P>Summary:  Article at a glance: Technological pitfalls and disputes with mobile carriers have dampened the enthusiasm of TV broadcasters for programming that invites viewers to interact with it through text messages over their mobile phones. But broadcasters could be underestimating the greatest strength of linking SMS to TV: SMS is an effective direct-marketing tool and can also increase ratings. SMS provides excellent indications of a show’s popularity or potential, even though conversion rates (from viewer to active SMS participant) vary widely by application and by the content of individual shows. Launching the SMS loop Adding SMS interactivity to TV programming presents broadcasters with technological and creative challenges. Transport technology Although SMS digital technology can manage more data than fixed lines can, SMS transport technology is still in its infancy.</P>
<P> </P>

<P> 147153.pdf (495.87 KB, 需要: 10 个论坛币)

2007-8-18 23:42:00 上传

麦肯锡季报-McKinsey on Media & Entertainment
需要: 10 个论坛币  [购买]

</P>
<P><BR> <BR><BR></P>

扫码加我 拉你入群

请注明：姓名-公司-职位

以便审核进群资格，未注明则拒绝

分享0 收藏0 回帖

关键词：Mckinsey enter Media edi Dia effective strength 麦肯锡 through mobile

好东西啊，多谢分享