CABO MEDIA: A NEW CONCEPT OF MEDIA

Abstract

The purpose of this case is to emphasize the key challenges in managing, launching and disseminating a new, unknown product to a local market. Cable Media is the possibility to sell commercials in specific channels in your programming grid. Its main characteristic is targeted and focused media for each type of audience, since each channel has a different profile, which causes the advertiser to target their advertising according to the product and channel profile. The information from this teaching case was acquired through interviews with the managers and consultants of ABTA's media fact sheet and website.