This study investigates the underlying causes behind the long-term decline of advertisement revenue at Bangladesh Television (BTV) in Dhaka and its Chattogram Center, despite national economic growth and an expanding advertising market.It seeks to identify structural, operational, and technological weaknesses within BTV's advertising ecosystem and proposes a comprehensive action plan to restore sustainable revenue trends.The study follows a mixed-method approach that includes analysis of BTV's revenue data from 2005-2025, comparison of government and non-government advertisement income, observational assessments of BTV's technical and program-related limitations, and a review of global advertising and Over-the-Top (OTT) market trends.Authors' field observations, stakeholder insights, and policy document reviews support the diagnostic analysis.Results reveal that BTV's revenue decline is not due to a shrinking advertising market; rather Bangladesh's economy and corporate advertising budgets have significantly increased.Key factors contributing to the decline include outdated advertising policies, weak television rating point (TRP), lack of flagship programs, inconsistent screen quality, non-high definition (HD) broadcasting, limited digital integration, agency dependence, and absence of a marketing-oriented advertising system.Additionally, BTV has failed to adopt modern promotional formats, maintain stakeholder communication, and explore alternative revenue streams.The rise of OTT platforms and shifting viewer habits further intensify these challenges.
Islam et al. (Mon,) studied this question.