Merchandise Licensing in the Television Industry

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Focal Press, 1996 - Performing Arts - 127 pages
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The book provides members of the television industry - who increasingly view licensing as having the potential to generate ancillary revenue streams - with concrete, how-to information on launching a merchandise licensing program. It contains anecdotes and examples that will give those new to the business a feel for how it operates.


The book provides an overview of merchandise licensing for broadcast and cable television executives. It offers a historical context; a discussion of current and future trends; an examination of the players involved in television-based licensing and their respective roles; an explanation of how to evaluate and implement a licensing program based on a character, a television program, or a brand; and a variety of case studies to illustrate the points in the book.

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Contents

Current Trends in Broadcast Cable Licensing
17
Who Are the Players?
41
Licensing Strategies and Their Implementation
61
Copyright

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