Influência do sistema-produto dos canais de entretenimento infantil da TV por assinatura na construção de experiências de seus consumidores

Abstract

The competitiveness in children's entertainment industry and the need to keep up with constant attitude changes in audience have stimulated subscription TV to seek effective actions in strategic design process. In this regard, child audience buying behavior is influenced by brands/products and TV channels use as well their system- product to provide differentiated experience to their customers. In this context, design abandons product conception seeking in this way the intangible through services and experiences. Providing consumers memorable experiences with a brand through senses, emotions and sensations, working customer experience and seeking bond between brands and clients: that is the strategic design challenge. This dissertation’s objective is then to analyze subscription TV's children entertainment system-product influence over consumer experiences. From stakeholders' main perspective - children, mothers, marketers and children segment advertisers - it is observed how subscription TV's children entertainment system-product is formed. It is analyzed therefore how services incorporation, associated to channels programming, is perceived by its public and how they influence children's construction of experiences.