Resumen del Libro
The book provides members of the television industry – who increasingly view licensing as having the potential to generate ancillary revenue streams – with concrete, how-to information on launching a merchandise licensing program. It contains anecdotes and examples that will give those new to the business a feel for how it operates. The book provides an overview of merchandise licensing for broadcast and cable television executives. It offers a historical context, a discussion of current and future trends, an examination of the players involved in television-based licensing and their respective roles, an explanation of how to evaluate and implement a licensing program based on a character, a television program, or a brand, and a variety of case studies to illustrate the points in the book.