Designing a television program offer by applying portfolio theory

Marzena Breza

The article based on the report A Portfolio The Research analysed in the paper demonstrates the significance of portfolio theory for program management as well as the way in which the theory might be applied to understanding decision-making processes in programming for television stations. By constructing analogies between investing in assets and in programs, it is shown how popular programming strategies are used in order to create an optimal portfolio. Empirical research presented in the article constitutes evidence that management of a television network's portfolio concentrates risk minimization. In order to avoid risk connected with introducing new programs into a program schedule of a television station's policy-makers resort to different strategies of designing television program schedules.

KEYWORDS

portfolio theory, TV programming strategies, ratings