Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation.

Description: Shonda Rhimes, the prolific television producer whose body of work includes the durable ABC drama “Grey’s Anatomy,” moved into the streaming world in 2017 when she signed a nine-figure deal to create shows for Netflix. Now, she is taking her talent for storytelling to the audio realm as the executive producer of new podcasts to be made in conjunction with the broadcast giant iHeartMedia.


Date: Oct 16, 2019


Questions for discussion:

  • Summarize and explain the developments taking place in the digital field.
  • Why do you suppose podcasts are so popular?
  • Sketch out some target customers you think might be open to new podcasting products.