The Economic Response of Religious Television Stations to Digital Implementation

Schultz, Brad
November 2005
Journal of Communication & Religion;Nov2005, Vol. 28 Issue 2, p307
Academic Journal
A theoretical model of organizational behavior (Oliver, 1991) was applied to religious television stations in the U.S. to assess their economic responses to the digital television conversion. Results showed that religious stations are more likely to abandon or reduce operations, but have strong resistance toward selling and would like to explore new revenue opportunities. Because of this dilemma, religious broadcasters viewed the conversion as a burden, not a benefit. Implications include fewer and less diverse Christian voices on television, more secularization of religious programming, more consolidation in religious television, and perhaps fatal delays for religious broadcasters in terms of conversion timetables.


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