Future possibilities: A scenario analysis study of British television

Abstract

The shape of the British electronic media industry and the role of television over the course of the next ten years are highly uncertain. In the television sector, the networks, production companies, and associated industry players, such as advertisers, marketers, and investors, have few stable guidelines on which to base their projections and strategies for the future. In order to help the sector prepare for and respond to the challenges of the future, Bournemouth Media School with support from the Independent Television Commission and the British Screen Advisory Council recently facilitated a scenario building exercise with senior executives and opinion leaders. The paper presents the four scenarios developed from the project together with potential implications for the role of television and the nature and structure of the television sector