9Live strategic analysis - general environment Essay

9Live strategic analysis - general environment - Essay Example Being one of the leading innovators in the realm of interactive T.V, 9Live seems to targeting every person. Since it is primarily a quiz TV channel and can be accessed through internet therefore its demographic study includes most of those viewers who are either fond of using technology or having some tendencies to gamble. Besides, the concept was of an interactive T.V. running without advertisement revenues therefore there was an strong tendency that channel must lure people from all walks of life to constantly call in during all time of the day so that a constant flow of revenue is insured. Since It was largely believed that solving crossword puzzles, or answering quiz shows was the job of those who probably are of old age or unemployed therefore demographical factors present a different challenge to 9Live. Germany is by far the largest economy in Europe. 9Live emerged on the scene when German market was not developed for the concept of interactive T.V. however emergence of shopping channel like of H.O.T. was suggesting a change in the industry dynamics. Germany is one of the most critical and important members of the European Union as for as the economy is considered. Government deficits in budgets were virtually not existening however Germany was marred by low GDP growth i.e. 0.7% in 2001 when the channel was launched whereas unemployment level was at 9.5% suggesting strong downturns in the economy. (Ewing). Clearly, the downward turn in the business cycle is hitting Germany hard. But this is more than just a cyclical bout of bad news. It was largely believed that the economic efforts at that time were stalled as Germanys 3.9 million unemployed was heading no way. Apart from that the period of 9Live launch was marred mainly by recession in the economy of Germany and due to widening u nemployment gaps, the probability of attracting the paid callers seems to be low no matter how cheap it can be. Though German media