A STUDY ON CUSTOMER SATISFACTION TOWARDS CABLE TV NETWORK AND ONLINE VIDEO STREAMING SERVICES IN CHENNAI

Abstract

The rapid development of television as well a sprint media has triggered off highly complex intra as well as the inter media competition. Media services marketers have a far more difficult task today than their counterparts in other industries. Media marketers need to have a sense of balance and satisfy two sets of buyers – the readers / audience or the viewers and the advertisers. Any kind of planned marketing in the various category of cinema, radio etc is not noticeable.  Media, other than print and television is at best resorting to selling tactics. Very little is being done to explain the kind of audience and their responses in these categories. It is considered vital to give a brief background on the buyer and buyer behaviour; this would ultimately help in improving the current practices in media services marketing strategies. Media service marketers have to all together satisfy two sets of buyers, both television and publications have to simultaneously satisfy the need, wants and values of the readers and advertisers. Media service industry uses state –of-the –art technology to make achievable for the editor and the marketer to respond in the minimum potential time. The speed required to reach the ever varying needs of readers / audiences or the viewers is many times quicker than what is required in case of other products. A publication or a television programme has a limited lifetime from the perspective of the users.

In today’s digital world, consumers are streaming towards Over-the-Top Video on demand service delivery platforms rather than traditional Cable TV providers or telecommunication networks. Cable TV and Online Streaming Services is considered as an important medium of mass communication. This research helps in understanding the cultural differences by looking at changing perceptions of the audiences and helps in understanding the various factors influencing them to opt for the online video streaming services. This study fills the research gap by investigating the different effects of perceived consumption values related to online video streaming applications. The article closes with some future research directions and conclusions.