The overlap problem

Abstract

Analyses, in depth, the problem of overlap between the areas of different television companies, the effect on this of the new UHF television network, and the implications from a marketing viewpoint. Based mainly on the results of research carried out by the author in the summer of 1969, and reported elsewhere in greater detail. Focuses on the marketing implications of the existing and future overlap areas between ITV companies. Couples some projects of future overlaps made on the basis of existing information and discusses the difference between UHF and VHF frequencies. Summarises that this analysis has shown an area definition is needed which is more suited to the needs of marketing and enabling the more efficient use of resources.

Citation

Midgley, D. (1970), "The overlap problem", European Journal of Marketing, Vol. 4 No. 3, pp. 165-175. https://doi.org/10.1108/EUM0000000005194