*Assistant Professor, Technological Institute of Textile & Sciences, Bhiwani, Haryana, India, Email id: samridhi.tanwar@gmail.com
**Research Scholar, Maharashi Dayanand University, India, monikaagg85@gmail.com
***Research Scholar, Faculty of Management Studies, IIM, Raipur, India, chandanparsad@gmail.com, Mob: 9416176634, 9891698203, 8349501142
Online published on 4 March, 2017.
Advertising revenue contributes a significant share of the funding for television networks. Advertising revenue or profitability of television networks can be enhanced through optimal utilization of the advertisement timing slots. Advertisement time slots are classified into three time slots prime time band and; mid prime time band and non-prime time band to enhance advertisement revenue. Broadcasters set their advertisement price for the different time band on the basis of product versioning (second-degree price differentiation) and group pricing (third-degree price differentiation). On the other side advertisement demand of any TV channel is the function of television rating point (TRP) of the program, target rating points and price of the advertisement. This paper proposed a demand model based on consumer utility, price discrimination that incorporates second-degree & third-degree price discrimination and target rating points.
Price discrimination, Television rating point (TRPs), Target rating points, Demand Model, Utility choice model, Television Advertisement Industry
