Describes the European broadcasting industry. Traditional competitors are state-owned, national television stations. The industry is undergoing fundamental restructuring and much uncertainty exists over the industry's evolution due to changes in the technological and political (regulatory) environment. CLT, a privately owned and managed European broadcasting company, is considering entry into several national television markets via direct broadcast satellite technology. The case discusses alliance strategies and the economic evaluation of alternative entry strategies. Modelling of environmental, competitive and consumer behaviour factors are described, and capital budgeting is analysed.
To study entry strategy in a highly uncertain industrial context and analyse the industrial scenario.