Read the article “Becoming a Broadcasting Leader in 10 Years: A Case Study of Portugal’s TVI – Media Capital Group” from the International Journal on Media Management. Evaluate the success of TVI, the Portuguese broadcaster, in leading the country’s broadcasting market in only ten years. In your paper:

• Analyze why the acquisition of the Media Capital by the Prisa Group created many advantages.
• Explain diversification strategies as well as growth strategies adopted by TVI.
• Describe TVI’s differentiation strategy and its major competitors.
• Assess TVI’s targeting and segmentation approaches.
• Use the SWOT analysis provided in the case and explain how TVI should develop strategies to successfully face its future challenges (e.g., cable, other technological innovations, telephone companies entering the competition, industry and economic threats, etc.)

Your paper must include an introduction, a well-developed body, and a proper conclusion. Be sure to include a properly formatted reference page, using APA style as outlined in the Ashford Writing Center.

FindIt@AU, EBSCOhost, and ProQuest are good starting points for your search. It is also highly recommended that you search through the specialized journals in media management (e.g., Journal of Media Economics, Journal of Media Business Studies, International Journal of Media Management, and Academy of Management Journal).

Do not forget to consult the BUS699 Library Research Guide for further search tips and ideas.

The paper

• Must be five to six double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least two scholarly sources in addition to the course text.
• The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
• Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.