No company can win if its products and offerings resemble every other product and offering. Companies must pursue relevant positioning and differentiation. As part of the strategic brand man a gems nt protest, each company and offering must represent a distinctive big idea in the mind of the target market,
The Public Broadcasting Service finds its brand in a difficult position.
The average nightly prime-time ratings for public fefevrs/on's 349
______stations declined 23 percent from 1993 to 2002. During that same period, cabie networks such as Discovery Channel, is tory Channel, A&E, and Fox News siphoned off PBS viewers and experienced a 122 percent growth, PBSloyal audience is aging—the average age of a prime-time PBS viewer is the mid-fifties. The challenge is to attract new, younger viewers while stitf maintaining the quality programming that is its mission. PB$'$ identity crisis caused CEO Pat Mitefie/J ro prodaim fn 2002: "For pubhc broadcasting to be vital and viabJe, we are going to bave to embrace some changes,
A recent PBS lund drive on Hew York's Ctiaiinet Thirteen. Channel Thirteen is adjusting its programming lo attract a more Averse aucience.
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