Quality Content as Audience Engagement Strategy

Abstract

This chapter discusses the importance of quality content for the audience in the television product industry. Drawing on qualitative research, it uncovers the concept of quality and its indicators from the audience's perspective in this industry. Considering the service-dominant orientation, the chapter describes TV products as experience goods and analyzes the implications for media companies. The results suggest that it is difficult for people to define quality, but they can identify a series of signals to evaluate it. In addition, when people think about quality TV content, they expect it to generate or contribute something to them. Therefore, creating an organizational culture that prioritizes an audience-centric approach, focused on the production of high-quality content, can lead to greater audience engagement, long-term brand loyalty, and sustainability.