Case Study: InfoMedia Solutions

Abstract

Hui Zhang had just returned from a workshop on sports and media analytics. One of the speakers had described the convergence of media and how it had affected his broadcast business in a very short time span. Hearing others mention the same set of possibilities and with his own experience in the rapidly changing industry, Zhang was convinced that an ever-increasing number of television viewers will, if they haven’t done so already, “cut the cord” and move away from traditional viewing platforms. It was this thought that Zhang had at the back of his mind when he read a report predicting that viewership was splintering—more and more specialized channels were sniping away at traditional shows and showtimes. On top of it, the report mentioned that Internet advertising would overtake television and print media in size and spend in the next 5 years. Zhang was concerned that new technologies would threaten the position that his firm had built up in the TV advertising segment.