In order to fully understand the buyer power involved in thee American entertainment industry, a macro environmental perception has to be incorporated to understand its three primary levels that affect one another. But to try and understand how American entertainment industry relates to Oprah, we will focus primarily on viewers of visual media rather than music and other forms of entertainment.
1. Bargaining Power of Buyers
Viewers of the entertainers buyer power with entertainers themselves , high buyer power - In the case pertaining to Oprah’s article, this would fall under the category of TV viewers watching her show. The viewers of TV shows in general, especially day time television talk shows gives viewers an opportunity to have a high buyers power because of the multitude and high quantity of talk shows made available by modern day technology. Viewers are no longer limited by cable television, but now have the opportunity to use satellite, broadband, and he internet to access talk shows in higher quantity in order to match the viewers taste. Even other forms of entertainment are taking away TV talk show viewers with music, internet, movies, and other more easily accessible and higher quality entertainment made available through technology. As more countries become more developed, TV talk shows must be diversified and expanding in order to meet the demand, and networks will provide this for them, ultimately forcing entertainers to compete with one another rather than an industry.
Entertainer’s buyer power with networks, low buyer power
Talk show entertainers in the States have very low buying power. Networks base success off ratings and popularity and can practically take anyone they feel off the air. In the case of Opera, she her own boss and her buyer power is extremely high. But in the case of an everyday talk show host, the buyer power is low and a majority of the talk show hosts are under... [continues]
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