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A Framework for Assessing Market Entry Opportunities for Internet - Based TV
| In: The International Journal on Media Management, Volume 4, No. 2, 2002. |
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Keywords:
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Television
,
New Media
,
Internet
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Parent document:
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Text type:
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journal paper
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Language:
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English
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Quality:
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double-blind reviewed
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Authors:
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Loebbecke, Claudia
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Falkenberg, Marcia
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| Abstract: |
The advent of the Internet alleviates the access bottleneck to TV distribution channels and softens licensing requirements. This lowers entry barriers to TV markets via theInternet in various forms. This paper takes the German TV sector as an example to analyse the attractiveness of TV markets for new entrants. A sequential framework for entering TV markets is introduced. The skills set of an Internet-based TV providerfor such an entry is examined. Technical feasibility, legal aspects, and potential sources of revenue are considered. Potential above average profits due to the market’s oligopolistic structure, as well asan increased contestability thanks to lower market entry barriers seem to render the German TV market attractive for new entrants. In early 2002, Internet-based TV still faced severe technical and legal constraints. The analysis suggests that once theseconstraints have been overcome, the Internet could be an attractive additional distribution channel for some types of television content. While existing revenue sources from the TV sector are expected to be transferable to a certain degree, the value ofinnovative revenue sources based on online sales cannot yet be determined. This value will depend on the future acceptance of interactivity by the viewer (e.g. Owen 1999).
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| Citation: |
Loebbecke, Claudia, Falkenberg, Marcia(2002): A Framework for Assessing Market Entry Opportunities for Internet - Based TV, in:The International Journal on Media Management, Volume 4, No. 2, 2002., http://www.mediajournal.org/modules/pub/view.php/mediajournal-81, [12/05/2008]
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