The retailing and the television industry seem to have more similarities than one might think. People choose for example their products in a supermarket out of big varied assortments, but people also select their TV programme to watch from a varied offer of programmes. Due to technological developments, cable operators will increase the number of channels to viewers, resulting in the fact that the offer of TV programmes increases. Based on research within the retailing industry it is argued that this increase will harm the satisfaction levels of viewers with the programme they finally choose to watch, because of choice overload, confusion and a negative feeling of missing other nice programmes. This book investigates through an experiment what the influence is of the actual number of TV programmes offered, on the satisfaction of viewers with their programme choice. If satisfaction levels of viewers drop as a result of the increasing offer of TV programmes, this means that cable operators cannot offer more and more TV channels without limits. This development will also affect TV producers, broadcasting stations and advertisers.

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