Merchandise Licensing in the Television Industry

Out Of Print

This work, aimed at broadcast and cable television executives, provides an overview of merchandise licensing. It offers an historical context and a look at current and future trends. It discusses how to evaluate and implement a licensing programme based on a character, television programme, or a brand, and looks at the players involved in television-based licensing and their respective roles. It contains a variety of case studies, which are used to illustrate the points discussed in the book.