This article uses concepts from the literatures of industry architecture and the product life cycle model to analyze the evolution of entrepreneurial opportunities in the US broadcasting sector. Using the literature on industry architecture, it analyzes the specific events that led to the emergence of vertical disintegration and entrepreneurial opportunities where these events impacted on an interaction between capabilities and transaction costs. Second, by analyzing the number of firms in multiple layers, it shows how the numbers of firms depend on economies of scale, the number of submarkets, and the number and size of firms in adjacent layers. The interaction between different layers suggests that more analyses of multiple layers within an industry are needed.

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