Competitive strategies in the internationalization of television: CNNI and BBC world in Asia

This study examines the case of two all-news channels, CNNI and BBC World in Asia, as examples of the internationalization of television. The focus is on the competitive strategies employed by these channels to establish a presence in Asia. Specifically, the roles played by competition, product customization, and distribution networks are examined. The case study method is used, and variables important in the process of developing international markets for media products are identified.