Change, competitiveness and communications ‐ the role of business television

Contends that broadcast communications ‐ including video magazines, direct satellite transmission, CD‐ROM distribution to desktop PCs ‐ is the fastest growing medium for corporate communication, both external and internal. Illustrates the potential of broadcast business television (BTV) to effect organizational change and deliver competitive advantage. Argues that further developments are needed to move corporate communications beyond one‐way transmission of information to achieve a genuinely interactive medium for the effective facilitation of behavioural change.