Windowed Distribution Strategies for Substitutive Television Content: An Audience-Centric Typology

Ronen Shay


An audience-centric typology is conceptualized to assist media managers implementing windowed distribution strategies in an attempt to account for media consumption cannibalization. Diffusion theory identifies the demographics most likely to consume substitutive television content, while uses, gratifications, media habits, and consumption values are collaboratively used to re-segment the audiences based on platform selection motivators. Psychographic labels are then applied using the dominant characteristic of each audience type and then matched to a specific windowed distribution strategy. The strategies are based on existing windowing tactics used by ABC, CBS, FOX, and NBC or emerging strategies that are reflective of changing market trends.


International Journal on Media Management 
Editorial Office: Fordham University, 113 West 60th Street, 6th Floor, New York, NY, 10023, United States
Tel: 212 636 6133 - Email: