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, Associate Professor, School of Communication, Media Management department, University of Navarra, Spain.
Mónica Herrero, Associate Professor, School of Communication, Media Management department, University of Navarra, Spain.
Alicia Urgellés, PhD student, Communication Doctorate Program, University of Navarra, Spain.
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
