The Owner of a Radio Station in a Rapidly Growing

question 14

Essay

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
-As the average monthly revenue associated with the rock format and an A1 audience varies between $85,000 to about $140,000, what happens to the maximum expected revenue? Briefly explain why.

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Definitions:

Mineral Deposit

A natural accumulation of minerals within the Earth that can be economically extracted and utilized.

Copyright

A legal right granted to the creator of original works, providing them exclusive rights to reproduce, distribute, perform, or display the work.

Exclusive Right

A privilege or license granted to an individual or company to be the sole seller or producer of a specific product in a certain market.

Accumulated Depreciation

The total amount of depreciation expense that has been recorded for an asset since its acquisition.