Strategic implications of the segment of one TV: The evolution of the personalised television structure

Since the beginning of the television era, advances in technology have always had an enormous impact on the television industry. Due to technological developments it became possible to transmit noise-reduced radío signals and to sell television sets at a reasonable price. As a consequence, television became a mass medium in most countries in the 1950s (Brown-Kenyon, Miles & Rose 2000, p. 73), which was the foundation for development of the television industry. Another example one can consider is the development of recording devices for television programmes. The invention of the video cassette recorder (VCR) meant the first rudimentary form of time schedule independent programme composition. Video rental stores enabled their customers to rely less on television programmes only but on movies not broadcast by television as well.