by Yau Chui-Man Catherina. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 62-63). / ABSTRACT --- p.i / TABLE OF CONTENT --- p.ii / LIST OF ILLUSTRATIONS --- p.iv / LIST OF TABLES --- p.v / Chapter / Chapter I --- INTRODUCTION --- p.1 / Definition of Media --- p.1 / Reasons for Choosing Television Broadcasting --- p.1 / Hong Kong's Aspiration to become a Broadcasting Hub in Asia --- p.2 / "Objective, Scope and Methodology of Study" --- p.3 / Brief Introduction of the Company in Profile --- p.5 / Chapter II --- INFLUENCES OF CONSUMER BEHAVIOUR AND INTERDEPENDENCE OF PLAYERS ON STRATEGY SETTING --- p.9 / Introduction --- p.9 / Changing Consumer Values --- p.10 / Marketplace versus Marketspace --- p.12 / The Value Net --- p.13 / Essence of the Value Net to Strategy Setting --- p.14 / Chapter III --- ECONOMIC ANALYSIS OF MASS MEDIA --- p.15 / The Good --- p.15 / A Public Good --- p.15 / An Intangible Good --- p.16 / Cultural Value --- p.17 / Demand and Supply of Television --- p.17 / Interest Groups --- p.17 / The Economics of Free Television --- p.18 / Ratings and Advertising Revenues --- p.18 / Paradox of Viewership Maximization and Non-maximization of Societal Welfare in Commercial Television --- p.20 / The Under-served Segments by Free Terrestrial Television… --- p.22 / The Nature of Television Supply --- p.22 / Chapter IV --- STRUCTURAL CHANGES TO THE INDUSTRY IN THE REGION --- p.24 / Overview --- p.24 / From Local to Regional --- p.26 / Chapter V --- TVB's VALUE NET --- p.28 / Scope --- p.28 / Strategy and the Added Value --- p.28 / The Players --- p.31 / Customers --- p.31 / Substitutors --- p.32 / Suppliers --- p.33 / Complementors --- p.34 / The Rules --- p.35 / Tactics --- p.37 / Chapter VI --- FUTURE TRENDS --- p.39 / From Regional to Local --- p.39 / Converging Technologies --- p.42 / Chapter VII --- RECOMMENDATIONS --- p.44 / Lobbying : Changing Rules of the Game --- p.45 / Alliances : Changing Roles of the Players --- p.47 / Conclusion --- p.48 / Chapter APPENDIX 1 --- "Media Coverage Summary, Covergae Trends and Advertising Expenditure by Medium" --- p.50 / Chapter APPENDIX 2 --- Three Types of Fit and the Importance of Trade-offs --- p.52 / Chapter APPENDIX 3 --- The Three Types of Positioning --- p.55 / Chapter APPENDIX 4 --- Increase in TV Penetration Rate in Asia Pacific --- p.57 / Chapter APPENDIX 5 --- Viewership Profile --- p.61 / BIBLIOGRAPHY --- p.62