Only way to win is with a symbiotic relationship

With less advertising, television channels have less money for program making and, consequently, are constantly looking for ways to redress the problem. Licensing is one of the directions they are looking in. License holders are finding themselves increasingly asked by licensors to build in promotio...

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Bibliographic Details
Published inPromotions & Incentives p. 14
Main Author Philips, Simon
Format Trade Publication Article
LanguageEnglish
Published London Haymarket Business Publications Ltd 01.01.2006
Subjects
Advertising revenue
Audience profile
Client relationships
Collaboration
Licenses
Licensing
Television advertising
Television stations
United Kingdom > UK
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Summary:With less advertising, television channels have less money for program making and, consequently, are constantly looking for ways to redress the problem. Licensing is one of the directions they are looking in. License holders are finding themselves increasingly asked by licensors to build in promotional and advertising commitments. The point here is collaboration and not competition; if a collaborative, symbiotic working relationship is achieved, then everyone benefits from a co-ordinated licensing and promotion strategy supported by a significant television presence.
ISSN:0266-7991