Research on the Influence of Web Celebrity Anchors on Consumers' Willingness to Buy

With the development of the Internet, how to use network broadcasting to effectively promote to enhance consumers' willingness to buy has become a major challenge for enterprises.This paper takes the relevant characteristics of web celebrity anchor as the research object, uses econometric theory, uses literature analysis method and empirical research method, puts forward the corresponding research assumptions, and constructs a logical model of the impact of web celebrity live broadcast on consumers' willingness to buy.This paper is mainly based on the live Taobao data in the gray dolphin data, with empirical analysis through factor analysis and regression analysis method. The results found that the number of thumb up, rising fans and the number of viewers showed a positive impact on sales. In view of this conclusion, corresponding measures are put forward to improve the purchase willingness of consumers in the broadcast studio and promote the rapid maturity of Taobao live broadcast marketing.

Changing the Game

Changing the Game is the memoir of Jim Host, a pioneer in college sports marketing. After attending the University of Kentucky, Host spent a few years in business before accepting a position as commissioner of public information in Governor Louie Nunn’s cabinet in 1967. After an unsuccessful bid for lieutenant governor in 1971, Host founded what would eventually become Host Communications Incorporated (HCI). HCI engaged in association management before entering the far more high-profile field of college sports marketing when it gained the radio rights to University of Kentucky athletics. Host then developed the NCAA Radio Network, broadcasting games for the NCAA Division I men’s basketball tournament. Before long, HCI had developed radio networks and marketing strategies for the Southwest Conference (SWC) and the Southeastern Conference (SEC). Host began to bid on college media rights, ultimately partnering with more than thirty universities. He created the concept of “bundled rights” at the university level, whereby corporations became “official” sponsors of college athletic programs across a spectrum of media formats. In the early 1980s Host convinced NCAA executive director Walter Byers to sell corporate sponsorships for the NCAA basketball tournament. This innovation dramatically increased revenue for the NCAA and increased the popularity of the tournament. In Kentucky, Host was involved with the construction of Rupp Arena, the Kentucky Horse Park, and the KFC Yum! Center. He played a key role in bringing the Alltech World Equestrian Games to Kentucky in 2010.

PENGAWASAN PERIZINAN OLEH KOMISI PENYIARAN INDONESIA DAERAH (KPID) PROPINSI BANTEN UNTUK TV SWASTA LOKAL

Licensing is the main thing about broadcasting arrangements. In a series of broadcasting regulatory process stages, licensing becomes the decision stage of the state (through KPI and KPID) to provide an evaluation (evaluation) whether a broadcasting agency is eligible to be granted or eligible to continue lease rights over the frequency.Indonesia Regional Broadcasting Commission or KPID is an independent state institution in Indonesia established in each province functioning as a regulator of broadcasting in every province in Indonesia. KPID is an institution capable of controlling the media, especially concerning Broadcasting Permit.License of Broadcasting (IPP) is the right granted by KPID to broadcasters to conduct broadcasting. To date there are seven local private television broadcasters in Banten Province (1.Untirta TV; 2. Baraya TV; 3. CTV Banten; 4. TV3 Tangerang; 5. CCNC; 6. Carlita TV; 7. CTV Network) broadcasting to obtain broadcasting licenses.The results of the study said that in the level of requirements that must be met by local private television broadcasters to obtain IPP, KPID has performed its duties optimally. KPID is always proactive towards local private television broadcasting institutions especially in guiding to complete the necessary conditions so that local TV in Banten Province can meet the requirements needed to manage IPP.However, in the implementation of its role related to the phases of acquisition of IPP, KPID has not played an optimal role in performing its duties and functions. This is because in broadcasting there is still a violation by local private TV in broadcasting concerning the content of the broadcasting. In addition, in taking the policy, KPID is still intervened by the local government in the form of broadcast television broadcasting that is in accordance with local government requests, which KPID should not be interfered by any party considering KPID is an independent institution. So it can be concluded that KPID in general can not perform its duties and functions properly. Kata kunci: KPID, Licensing, and Broadcasting Operating License

Benny at War with the Radio Critics

Jack Benny and his radio program faced numerous challenges during World War II – difficult performances at military camps, key personnel lost to the draft, mediocre comedy, and creative ennui. Benny and new writers bounced back, starting in 1945, innovating with new radio characters like Mel Blanc’s violin teacher and train announcer, Frank Nelson’s obnoxious functionaries, and disdainful neighbors Ronald and Benita Colman. The “I Can’t Stand Jack Benny” context brought critical acclaim. Then a new generation of radio critics, led by John Crosby, used Benny as the symbol of all that was stale and old in primetime network broadcasting. Benny and his writers alternately complained, fought back, and innovated to regain both popular and critical acclaim.