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30 October 2025

Marketing a TV Series: Building The Sea Beyond Series Success

Authors: Maria Giovanna Devetag, Giovanni Zazzerini, Walter Ingrassia                                                                                                                                                                                                                                                                                                                                                                                                              Abstract: The case presents the structural features of the audiovisual industry and of the creative industry more generally, the peculiarities of cultural and creative products (infinite differentiation, experience goods, etc.), the factors that guide consumers’ choices (peer effects, status signaling, etc.), the current market trends characterized by progressive convergence among different sectors (cinema, TV, streaming platforms, etc.) and the marketing of a TV Series. Download Case Study Request Teaching Notes

Case Studies

27 October 2025

Marketing a TV Series: Building The Sea Beyond Series Success

Maria Giovanna DevetagLuiss UniversityGiovanni ZazzeriniLuiss Business School Walter IngrassiaRai Fiction Download Case Study Request Teaching Notes