Frasier Negotiation A case study

Agenda 1. Various parties - their interests & influence

2. NBC's & paramount's BATNA

3. Creation/Sharing of Value

The stakeholders

CBS

Viacom

Media Industry NBC Paramount

BATNA

To bid for another

comedy show

To do negative

publicity

Wait and Watch

policy

NBC

Can host the show

on CBS network

Can make take-it-

or-leave-it offer to

NBC and wait

Paramou

nt

ZOPA

VALUE

CREATION/SHARING

Accommodative

Competitive Avoidance

Collaborative

No

R

ela

tional O

utc

om

e

Ye

s

Yes Substantive Outcome

No

VALUE

CREATION/SHARING

Avoid loss of audience to maximize revenues

Collaborate on revenue sharing from

advertisement

Creative terms of agreement Performance based incentives/cuts

NBC can offer development incentives for production houses

Potential Obstacles

Strategic barrier Exploiting other’s weakness rather than joint strength

Presence of alternative network to Paramount

Emotional barriers Individualistic behavior

Walking away from table angrily

Thank you ! !