Kerwin, Ann Marie
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, ps1
Trade Publication
This article features TV Guide Inc. as the company faces challenges that led to its acquisition by former rival Gemstar in 1999. TV Guide faced escalating distribution costs, leaking circulation and a looming suspicion the whole enterprise could soon tank. But the biggest surprise of all came when former rival Gemstar, a provider of on-screen electronic program guides, announced it would acquire the company and change its name to TV Guide International. TV Guide's circulation will never be what it once was. From its high of 20 million during the 1970s, it has slipped to 11 million and the downward trend does not appear as if it will abate. As more and more consumers encounter the still unfamiliar world of digital television, the holy grail for the newly formed TV Guide Inc., the TV Guide brand is to be the link they recognize. In the interactive TV world, the on-screen guide acts like an Internet search engine.


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