Revitalizing Television Advertisement Markets: Insights and Model Development through Systematic Review

作者

  • Mohammad Saiful Islam Bangladesh Television (BTV) Author

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https://doi.org/10.60087/jklst.vol4.n4.003

摘要

Television advertising is facing declining revenue and audience engagement due to digital intervention and unstable viewer performance. This systematic review searches key issues manipulating TV advertisement income and offers approaches to regenerate the market, with specific consequences for Bangladeshi TV channels and national policymakers. A complete search across over 170 million research papers in Consensus, and identified 950 intellectual outputs. After screening, 133 documents were found to be qualified, and the 50 most relevant studies were observed. The study was directed by specific questions organized into eight thematic clusters that enclosed theories, trends, content strategies, digital transformation, and innovation. The findings specify that electronic convergence, AI, and analytics are snowballing marketing competence; however, there are still lacks in durable behavioral analysis, theoretical incorporation, and moral regulation. Although they have a lot of probable, mixture operations that combine electrical and television media are hardly used in underdeveloped nations like Bangladesh. Finally, data-driven improvement, cross-media incorporation, and moral regulation are compulsory for stimulating the TV publicity industry. In order to appeal in advertising agency and upsurge revenue, the authority should squeeze audience analytics, vary its content, and cooperate with electronic platforms. The government should also support in modernization and fair competition. The advertising market of national television can grow durably with a united, innovation-focused model.

Keywords

Television channel, advertisement, audience engagement, revenue expand, Television channel, media innovation, Bangladesh Television (BTV)

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    Mohammad Saiful Islam is a distinguished media and administrative professional currently serving as Deputy Director (Ad Executive), Advertisement Division, Bangladesh Television (BTV). He completed both his graduation and post-graduation in Science and Development Studies from the University of Dhaka, demonstrating strong academic grounding alongside professional versatility. At BTV, he has played an important role in advertising operations, marketing coordination, and institutional innovation. He secured first position in the 1st Class Officers’ Basic Training Course at the National Institute of Mass Communication and was awarded the prestigious Director General’s Medal for overall excellence. His expertise spans market intelligence, stakeholder engagement, advertising innovation, and the development of sustainable business models for national media organizations. Beyond broadcasting, Mohammad Saiful Islam is a nationally recognized innovator and prolific writer. Through ICT Division–approved initiatives under EduLab Bangladesh, he has advanced digital literacy, language education, and community empowerment. He is widely respected for his strategic vision, eloquent. Educated at the University of Dhaka with advanced degrees in science and development studies, complemented by specialized media training from Thinkbox TV, he brings a multidisciplinary perspective to media economics and development communication. He secured first position in the 1st Class Officers’ Basic Training Course at the National Institute of Mass Communication and was awarded the prestigious Director General’s Medal for overall excellence. Previously, as College Secretary and Coordination Officer at Army Medical College, Chattogram, he played a key role in formulating recruitment, seniority, promotion rules, and institutional SOPs.

参考

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已出版

2025-12-25

期次

卷 4 期 4 (2025): 新兴技术的伦理与社会影响：未来的挑战与应对

栏目

研究论文

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©2024 All rights reserved by the respective authors and JKLST.

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Islam, M. S. . (2025). Revitalizing Television Advertisement Markets: Insights and Model Development through Systematic Review. 知识学习与科学技术期刊 ISSN：2959-6386（在线）, 4(4), 19-26. https://doi.org/10.60087/jklst.vol4.n4.003

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