Current and Emerging Issues in the Audiovisual Industry

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?

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

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