oa Journal of Marketing - Do niche channels work? : media @ work

Abstract

14 October 2011 was the birthdate of a brand-new channel brought to us by Discovery Networks Central & Eastern Europe, Middle East and Africa (CEEMEA), dedicated to women and their individual television-watching needs and requirements. This ultimately begs the question as to whether such niche channels can, in fact, work and ensure fulfilled ROI for the network in years to come. Deciding on the success of such channels will take time, and a good starting point for this is to figure out how such an inclusion into the DStv bouquet came about.