The German television market is not only the largest in Europe, but also highly competitive. The juxtaposition of state-owned and private te­le­vi­sion channels as well as the dual product market make the industry even more complex. Thus, particularly private broadcasting channels have to market their television programmes comprehensively to gain significant audience ratings, as only high ratings guarantee advertising revenues. But which marketing strategies does a TV channel have at its disposal to successfully attract and retain its audience? Baumann examines the mar­ket situation...