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Strategy

What Has Changed About Marketing in the Last 100 Years

In 1975, the Federal Communications Commission (FCC) issued a largely overlooked ruling that allowed earth-orbiting antennas—satellites—to be used for broadcasting television over large areas. Around that same time, a little-known regional broadcasting network called Home Box Office (HBO) took notice, and decided to use the FCC’s landmark decision to begin distributing its own programming via satellite. HBO simultaneously decided to provide, for free, large satellite reception dishes to dozens of burgeoning cable operators across the country, allowing them to distribute HBO’s signal to their own subscribers.

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