Internet Business Models for Broadcasters: How Television Stations Perceive and Integrate the Internet

This study examines the Internet business strategy as it applies in the broadcast television industry by proposing a framework of Internet business models for the television broadcasters and, drawing on this framework, assessing the broadcasters' current Internet operation patterns. We found that the television stations have focused their online activities on building audience relationships, rather than generating online ad sales. The Internet is used mostly as a "support" to complement the stations' offline core products.