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Word Count: 950
Options for the future In the paper TV Guide A several options are presented for future development This document will select the best of these and provide support for this selection from the evidence contained within the paper A brief discussion of the other options will be given Joseph Barletta CEO of TV guide has to steer the business towards a changing future whilst protecting the cash flows of TV Guide By 1994 the company was already involved in experiments in electronic publishing but at the time it was unclear which technology or system would be the winner At the time TV Guide was also facing threats from paper based competitors The difficulties caused in part by the large number of cable stations that made it very difficult for one magazine to list easily and clearly all the available channels on the right channel number in the magazine In our opinion the company needs to pursue a complex strategy which encompasses both the electronic and printed media The company has at its disposal a very large and effective database of subscribers and TV programme information This asset needs to be leveraged to enable multiple use of the same data How can this be achieved The company should continue with its work on electronic publishing At the time of the report it was not clear which system could be the most useful to users but it could be sure that all the possible users could use the printed version of the magazine The advertising revenues of the magazine 27 of all revenue and huge subscriber base with its eleven year average life were both too important to risk These revenues would be needed to fund the future development of the company as a whole The magazine needs to find a way off addressing the issue of channel numbers in its editions The answer probably lies in the route of increasing regionalisation of
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