Lessons Learned from 15 Years of Operations Research for French TV Channel TF1

Thierry Benoist (), Frédéric Gardi () and Antoine Jeanjean ()
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Thierry Benoist: Bouygues e-lab, 75008 Paris, France
Frédéric Gardi: Bouygues e-lab, 75008 Paris, France
Antoine Jeanjean: Bouygues e-lab, 75008 Paris, France

Interfaces, 2012, vol. 42, issue 6, 577-584

Abstract: Bouygues' corporate operations research team (the Bouygues e-lab) has been working with various subsidiaries of the company's industrial group, including the leading French TV channel TF1, for the past 15 years. This article presents our achievements in working with this advertising broadcaster and identifies the practical keys to success in this partnership. In particular, it points out and explains best practices for managing operations research projects. The selected projects, which cover the Internet and television businesses, gave TF1 a competitive advantage by allowing it to provide quicker and better answers to advertisers' requests and to better use its limited and perishable airtime inventory. TF1 estimates the resulting revenue increase at €20 million per year.

Keywords: media and advertisement; sales and marketing; revenue management; OR project management (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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