E-business technologies for xRM: Exploring the readiness of public broadcasters

This paper examines the possibilities of enhancing relationship management between public service broadcasters and their stakeholders by harnessing the potential of newest e-business technologies and concepts, such as: social media, digital and interactive TV, and mobile computing. In order to facilitate adoption of relationship management strategy, a framework for leveraging relationship management is proposed. Evaluation was performed within the e-business system of a public broadcaster. This empirical study explored the readiness and expected benefits of relationship management implementation. The research results have indicated that a public broadcaster could achieve a higher level of social responsibility, improve business sustainability, and empower communication and collaboration with all the stakeholders by using emerging technologies for relationship management activities.