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MEDIA WARS 10 Introduction Throughout this report we shall be examining Digital and Analogue commercial satellite television and evaluating their role as advertising mediums Our aim is too provide an overview including their strengths and weaknesses cost per thousand level of impact and overall contribution towards an above the line advertising campaign We are the first group to do this topic therefore we have no assumptions about what the results will be Brand enforcement needs above-the-line advertising tactics such as these mediums they help enforce a global message and give companies a slight gain from economies of scale and scope throughout their campaign But first we shall provide you with a more detailed description of these mediums 20 Medium Description Satellite Satellite television became available in the USA in 1980 and in the UK in 1984 An analogue satellite set in orbit transmits its signal towards the earth a satellite dish placed on the outside wall of your home then receives this This signal is relayed to the satellite receiver which is connected to your television The main advantage this has given us is more channels which in turn provides wider markets better regional coverage Another advantage satellite has given us is the ability to target our market more effectively This has been achieved through specialist channels such as Sky sports International influence can be responsible for creating a more diversified culture with foreign influence within the UK Cable Television also uses Analogue technology offering most satellite television channels However instead of the user receiving the signal via a satellite receiver onto their television fibre optic cables are laid under ground by the Cable Company which feed the signal to your Television A set top box that works similar to a satellite receiver is then used to feed the signal to your television Cable companies offer a variation of packages including some local stations not available on
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