This book focuses on the challenges of competition in television broadcasting markets. How is the evolution from a two-sided market to platform economics reshaping competition in television broadcasting? How are new market dynamics changing competition for content creation and acquisition and the revenue streams? Will content remain king? Or will new competitive dynamics undermine the sustainable creation of high quality content, especially in small media markets?
This book focuses on the challenges of competition in television broadcasting markets. How is the evolution from a two-sided market to platform economics reshaping competition in television broadcasting? How are new market dynamics changing competition for content creation and acquisition and the revenue streams? Will content remain king? Or will new competitive dynamics undermine the sustainable creation of high quality content, especially in small media markets?
Mercedes Medina teaches Media Economics and Entrepreneurship in Communication at the University of Navarra (Spain). Her research interests are focused on media markets, strategic management and quality in media content. Mónica Herrero is Dean of the School of Communication of the University of Navarra (Spain). She lectures in Media Management and her research focuses on television economics and new relationships in the digital era. Alicia Urgellés is a PhD candidate in the Department of Media Management at the University of Navarra (Spain). Her research focuses on entertainment media economics and business models in the video-on-demand context.
Inhaltsangabe
Foreword ix Robert G. PICARD Introduction xiii Mercedes MEDINA Chapter 1. New Paradigms of Audiovisual Industry 1 Mercedes MEDINA 1.1. Toward political freedom 2 1.2. Media economics challenges 5 1.3. International trade of ideas 11 1.4. Bibliography 16 Chapter 2. The Threat of OTT for the Pay-TV Market 19 Alicia URGELLES 2.1. The "new" barriers to entry and value chain 20 2.2. The pay-TV competitors in Spain 24 2.3. The competitive and cooperative strategy of Netflix 28 2.4. Bibliography 36 Chapter 3. The Resistance of Legacy TV Channels 39 Mercedes MEDINA 3.1. The engine of audiovisual market 40 3.2. Economic potential 46 3.3. Contribution to society 48 3.4. Bibliography 52 Chapter 4. The Public Service Heritage 53 Mercedes MEDINA 4.1. The crisis of the Spanish public television 55 4.2. The current challenges 59 4.3. Recommendations for the future 62 4.4. Bibliography 63 Chapter 5. The Battle for Audiences 65 Mónica HERRERO 5.1. The battle for time in the media market 65 5.2. New measurement systems 68 5.3. Toward qualitative research 70 5.4. Bibliography 74 Chapter 6. Entertaining Power: Quality of Contents 77 Mercedes MEDINA 6.1. Defending media content quality 79 6.2. Perspectives of quality on TV 81 6.3. Searching for quality 89 6.4. Bibliography 93 Chapter 7. From Attention to Engagement in the Battle for the Audiences 97 Alicia URGELLÉS 7.1. Attention economy: the relationship with the creative mastermind 99 7.2. Engagement as the completion of the relationship 103 7.3. Trends and practical implications 107 7.4. Bibliography 114 Chapter 8. Monetizing in the Digital Era 119 Mónica HERRERO 8.1. Traditional funding systems of broadcasting 120 8.2. Broadcasters and online activities 122 8.3. The new online business 126 8.4. Bibliography 130 Chapter 9. Implementing Innovation Strategy 135 Mercedes MEDINA 9.1. Innovation culture 137 9.2. Media transformation 141 9.3. Final thoughts 147 9.4. Bibliography 148 Index 153
Foreword ix Robert G. PICARD Introduction xiii Mercedes MEDINA Chapter 1. New Paradigms of Audiovisual Industry 1 Mercedes MEDINA 1.1. Toward political freedom 2 1.2. Media economics challenges 5 1.3. International trade of ideas 11 1.4. Bibliography 16 Chapter 2. The Threat of OTT for the Pay-TV Market 19 Alicia URGELLES 2.1. The "new" barriers to entry and value chain 20 2.2. The pay-TV competitors in Spain 24 2.3. The competitive and cooperative strategy of Netflix 28 2.4. Bibliography 36 Chapter 3. The Resistance of Legacy TV Channels 39 Mercedes MEDINA 3.1. The engine of audiovisual market 40 3.2. Economic potential 46 3.3. Contribution to society 48 3.4. Bibliography 52 Chapter 4. The Public Service Heritage 53 Mercedes MEDINA 4.1. The crisis of the Spanish public television 55 4.2. The current challenges 59 4.3. Recommendations for the future 62 4.4. Bibliography 63 Chapter 5. The Battle for Audiences 65 Mónica HERRERO 5.1. The battle for time in the media market 65 5.2. New measurement systems 68 5.3. Toward qualitative research 70 5.4. Bibliography 74 Chapter 6. Entertaining Power: Quality of Contents 77 Mercedes MEDINA 6.1. Defending media content quality 79 6.2. Perspectives of quality on TV 81 6.3. Searching for quality 89 6.4. Bibliography 93 Chapter 7. From Attention to Engagement in the Battle for the Audiences 97 Alicia URGELLÉS 7.1. Attention economy: the relationship with the creative mastermind 99 7.2. Engagement as the completion of the relationship 103 7.3. Trends and practical implications 107 7.4. Bibliography 114 Chapter 8. Monetizing in the Digital Era 119 Mónica HERRERO 8.1. Traditional funding systems of broadcasting 120 8.2. Broadcasters and online activities 122 8.3. The new online business 126 8.4. Bibliography 130 Chapter 9. Implementing Innovation Strategy 135 Mercedes MEDINA 9.1. Innovation culture 137 9.2. Media transformation 141 9.3. Final thoughts 147 9.4. Bibliography 148 Index 153
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