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Frasier Case Study

In: Business and Management
Submitted By sanjolig
Words 317
Pages 2
Negotiations
Frasier case
A. Who are the parties in the Frasier negotiation?
(Viacom, CBS, Paramount, Kelsey) – (NBC, NBC West Coast ((Graboff)), ABC)
The parties involved in the Frasier negotiations consist of NBC, Paramount, and actor Kelsey Grammar.
Paramount and Kelsey had personal interest to extend the show 3 years. Kelsey Grammar wanted to
rank in history as being an actor with having the record for the longest-running primetime television
character in TV. Without Kelsey Grammar (Frasier), Paramount, and NBC would not have a TV series.
NBC did not view the show Frasier as having another 3 years of life and did not want to invest in another
3 years. Additionally, NBC deemed Paramount’s price per episode to high and wanted to minimize what
they saw as a loss of revenue.
4. NBC’s BATNA: The fact that Paramount didn’t have a BATNA. If they switch networks the show would
lose viewership, which will affect the studio as well as the network to which they move. So whatever
NBC was offering them was the best deal they can get. And Grab off knew the CBS network pretty well
and was pretty sure they wouldn’t buy “Frasier” at such a high cost. Moreover this might kick off a price
war that will ruin the networks industry and people might reconsider getting shows from paramount for
https://www.termpaperwarehouse.com/essay-on/Frasier-Case-Study/332614 1/9
their bad dealing.
Paramount’s BATNA: It didn’t have one. But they were relying heavily on the fact that “Frasier” was the
flagpole show of NBC. But if they quit NBC, both the parties will suffer, while Paramount will suffer the
most.
ZOPA: The ZOPA would be something that NBC had offered, the creative bonus offer based on ratings.
If Paramount things their show is good enough, they must go for the bonus offer, but try and fix the slot.
Slot is important because NBC might later switch slots to bring the ratings...
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HOME PAGE / BUSINESS AND MANAGEMENT

Frasier Case Study

A. Who are the parties in the Frasier negotiation?

their bad dealing.

Cem 480 Week 1 Paper

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