NARRBEGIN: SA_92_96
The owner of a radio station in a rapidly growing community in central Texas is about
to begin operations and must decide what type of program format to offer. She is
considering three formats; rock, country, and rap. The number of listeners for a
particular format will depend on the type of potential audience that is available. Income
from advertising depends on the number of listeners the station has. Three broad
categories of audience type can be described as A1, A2, and A3. The rock music format
draws mainly for the A1 listener, the country music format draws mainly from the A2
listener and the rap music format draws mainly from the A3 listener. The station owner
does not know which type of audience will dominate the community once its growth
has stabilized. Probabilities have been assigned to the potential dominant audience,
based on the community growth that has already occurred in this area. Since she wants
to begin building an image now, the decision as to which format to adopt must be made
in an environment of uncertainty. The station owner has been able to construct the
following payoff table, in which the entries are average monthly revenue in thousands
of dollars.
Audience
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What format is optimal? What is the expected profit in that case?