'Game of Thrones' TV Series: HBO’s Integrated Marketing Strategy
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Case Code: MKTG363 Case Length: 17 Pages Period: 2011-2016 Pub Date: 2017 Teaching Note: Available |
Price: Rs.500 Organization: Home Box Office, Inc. (HBO) Industry: Media and Entertainment Countries: US Themes: Integrated Marketing, Marketing Communications, Digital Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Founded in 1972 by Time Inc , HBO is a leading cable television company in the US known for innovative original programming. In 1975, HBO became the first American network to deliver its programming via satellite. Its service was distributed by the local cable operators to subscribers for US$ 6 a month, of which HBO received US$ 3.50. By 1982, HBO had 9.8 million subscribers. The company also began to finance films in exchange for the broadcast rights. In 1980, HBO introduced a second channel called Cinemax. In 1983, HBO started producing movies and documentaries and began to air sports events and music concerts.
HBO launched a new channel in 1991 called HBO2. During the 1990s, HBO began to experiment with the original dramatic series format and comedy shows. Some of the notable television shows it launched were The Sopranos (1999–2007), Sex and the City (1998–2004), The Larry Sanders Show (1992–98), The Wire (2002–08), Six Feet Under (2001–05), True Blood (2008–14) and Boardwalk Empire (2010–2014). HBO shows followed an “appointment model”, where new episodes were telecast on Sunday nights. The network also started several ancillary channels, such as HBO Family, which specialized in programming suitable for children, and HBO Latino, a Spanish-language channel...
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