Given the uncertainties and heightened competition for viewers and advertising dollars, in conjunction with rising programming costs, it is critical for media owners to develop their strategies based on business analysis and market research.  In order to compete within the saturated market of media and viewing options, media entities need to understand the predominant constituents of the channel's viewership and how to target these individuals to gain higher viewership and advertising. Moreover, an understanding of these target customers allows for a better awareness of the optimal markets for channel distribution, the value proposition of the channel and its corresponding pricing, and the ability to maximize the subscriber base and the revenue per subscriber.

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