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Minimax Programming
Minimax programming

The emergence of the ‘minimax’ programming philosophy reflects the increasingly competitive markets in which television and radio broadcasting operate, which foster a relentless search for audiences and, in the commercial sector, advertisers (Golding and Murdock, 1973).

When competition was limited to the BBC and ITV (the ‘comfortable duopoly’ which preceded the emergence of Channel 4 (1982) and BSkyB (1989)), broadcasters believed competition would serve to enhance programme quality, i.e. competition would oblige broadcasters to raise their game. But in the deregulated, multi-channel broadcasting ecology of the new millennium, competition has the opposite effect and encourages a minimax programming philosophy in which the broadcasting of low budget popular programmes such as quizzes, bought-in American sit-coms and repeat programmes, minimizes programmes costs while maximizing potential audiences ...

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