Merchandise Licensing in the Television Industry (Broadcasting & Cable Series)

By Karen Raugust

The book provides members of the television industry - who increasingly view licensing as having the potential to generate ancillary revenue streams - with concrete, how-to information on launching a merchandise licensing program. It contains anecdotes and examples that will give those new to the business a feel for how it operates. The book provides an overview of merchandise licensing for broadcast and cable television executives. It offers a historical context; a discussion of current and future trends; an examination of the players involved in television-based licensing and their respective roles; an explanation of how to evaluate and implement a licensing program based on a character, a television program, or a brand; and a variety of case studies to illustrate the points in the book.

• Format: Paperback
• Language: English
• ISBN: 0240802101
• ISBN13: 9780240802107
• Release Date: October 1995
• Publisher: Focal Press
• Length: 127 Pages
• Weight: 1.10 lbs.
• Dimensions: 9.5" x 0.5" x 6.3"