Undergraduate thesis.

This study deals with conceptualizing a new watching experience through a digital box projector. The cable television industry has been steadily declining which affecting the revenue of cable television companies. Hence, providing different watching experiences among cable television subscribers through a digital box projector is a new innovative way to increase the value of the cable industry towards consumer relationships and satisfy the demand of consumers in terms of providing different watching experiences. The design used in the study was descriptive quantitative research design to determine if there is a significant difference among the variables; respondents{92} preference, acceptability ofthe idea of digital box projector, and the foreseen gains and challenges among respondents{92} group according to selected profile. The study revealed that digital box projectors will lessen the cord-cutters of cable subscriptions which will result in to increase the sales among cable television providers for the growth and continuity ofthe business during and post-pandemic. It also revealed that digital box projectors will provide a different watching experience among cable television consumers. This study also found out the challenges that might occur in materializing the concept including competition, brand loyalty, and policies among the cable industry to sustain and stay ahead in the market. Thus, the researchers developed a marketing concept. In conclusion, the results of this study suggest that some work should be undertaken by different demographic profiles to continue investigating the study. Future researchers must thrive more on finding relevant and supplementary data and studies in support ofthe study.