Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Ugly Betty, an uncommon serial in the US television industry, ABC’s fortune

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Case Title:

Ugly Betty, an uncommon serial in the US television industry: Can it improve ABC’s fortune?

Publication Year : 2006

Authors: Ruchi Mankad & Joel Sarosh Thadamalla

Industry: Entertainment


Case Code: MKS0096A

Teaching Note: Not Available

Structured Assignment: Not Available

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Beginning 28th September, 2006, a comedy-drama series ‘Ugly Betty’ debuted on the American network American Broadcasting Corporation (ABC) in the US. Ugly Betty was the American adaptation of a very popular Columbian soap opera; ‘Yo Soy Betty La Fea’ (I am Betty the Ugly) broadcasted in many countries worldwide. Many adaptations of the series were also produced and aired in many countries and had remained popular with the viewers.

The show had an uncommon theme and was based on the story of an intelligent but ugly girl who gradually makes it big in the fashion industry. Its debut episode was watched by 16.3 million viewers, making it the most watched debut episode of a new series till date. Within two weeks of its launch, Ugly Betty achieved good ratings and maintained the position of one of the top shows in its time slot. ABC was a prominent broadcast television network in the US but its market share in terms of viewership and top rated shows was slipping recently. Would Ugly Betty repeat its success like elsewhere among the fashionable and discerning Americans? Would the series help ABC to strengthen its market share and improve its record in top rated shows?

Pedagogical Objectives:

  • To analyse the US television industry and viewership trends
  • To understand the globalisation of television serials
  • To discuss the future of Ugly Betty and American Broadcasting Corporation.

Keywords : Ugly Betty, Yo Soy Betty La Fea, broadcast network, United States, television industry, American Broadcasting Corporation, NBC, Marketing Strategies Case Study, CBS, television series, adaptation, prime time, viewership, market share, competition, programming, advertising, Hispanics, Salma Hayek, Jassi Jaissi Koi Nahin


  • The US Television industry
  • Broadcast television
  • Cable television
  • Ugly Betty-An uncommon series

  • Yo Soy Betty La Fea
  • Prime time competition
  • The fate of Ugly Betty and ABC

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