Date of Conferral
5-3-2024
Date of Award
May 2024
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Amanda Wink
Abstract
Diminished network subscriber retention can have devastating consequences on the financial sustainability and profitability of television production companies. When the problem of reduced subscriber retention occurs, television producers become concerned about financial losses and operational sustainability. Grounded in Thaler and Sunstein’s nudge theory, the purpose of this qualitative multiple case study was to explore strategies television producers use to increase subscriber retention. The participants were five senior television producers from three production companies in the southeastern region of the United States, who possessed relevant experience and knowledge on how to retain subscribers. Data were collected through semistructured interviews, archived records, company documents, and public information. Using thematic analysis, three themes emerged: authentic storytelling, knowing your audience, and teamwork. A key recommendation is for production leaders to develop projects that promote transparent stories and satisfy viewer preferences. The findings of this study have potential implications for positive social change that include the potential for production leaders to offer improved television programming that enhances the lives of subscribers.
Recommended Citation
Ivkovic, Robert, "Strategies Broadcast Television Producers Use to Retain Subscribers" (2024). Walden Dissertations and Doctoral Studies. 15727.
https://scholarworks.waldenu.edu/dissertations/15727
