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Aufstieg und Fall des Kirch-Konzerns: Eine medienökonomische Analyse

Aufstieg und Fall des Kirch-Konzerns: Eine medienökonomische Analyse

          
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About the Book

Inhaltsangabe: Einleitung: Die vorliegende Arbeit versammelt eine große Menge bislang unbekannter Daten rund um den Kirch-Konzern, anhand derer Aufstieg und Fall des Unternehmens unter medienökonomischen Gesichtspunkten analysiert werden. Der Aufstieg des Leo Kirch und der Aufbau einer beinahe monopolartigen Stellung sind vor allem auf das Ausnutzen der Besonderheiten der Rundfunk-Inputproduktion zurückzuführen. Kirch nahm den Hollywood-Studios ihr durch die hohe Erfolgsunsicherheit der Medienproduktion typisches Risiko ab. Er kaufte in größeren Mengen Filme in den USA ein, als es ARD und ZDF getan hätten. Damit hatte er diese im Kampf um die attraktive, für die Sender nicht substituierbare Ware ausgestochen - er war der bessere Abnehmer für die Filmstudios. Parallel schaffte er es trotzdem, über persönliche Kontakte den Absatz der erstandenen Ware bei ARD und ZDF zu sichern. Probleme bekam Kirch erst Mitte der 80er Jahre. Die Arbeit belegt, dass die Einführung des Privatfernsehens der zentrale Wendepunkt in der Unternehmensgeschichte war. Sie sollte Kirch eigentlich nutzen. Neue Abspielstationen für seine Filme sollten entstehen, um die typische Fixkostendegression beim Vertrieb von Medienprodukten auszunutzen. Zugleich würden die neuen Sender für neue Nachfrage nach seinen Filmen und damit für höhere Preise sorgen. Doch es kam anders, Kirch wurde vom Akteur zum Getriebenen: Die Rundfunkliberalisierung führte zum Eintritt vertikal integrierter Medienkonzerne in die deutsche TV-Landschaft - allen voran Bertelsmann mit der RTL-Gruppe. Diese hatte gegenüber dem mittelständischen Einzelunternehmer Kirch erhebliche Kostenvorteile beim Betrieb des Free-TV und war finanzkräftiger. Mit reichlich Kapital ausgestattet, kaufte das Unternehmen seine Hollywood-Ware direkt ein. Um im Bieterwettkampf bestehen zu können, war Kirch zur Verschuldung gezwungen. Parallel musste er versuchen, seine Kostensituation schnell der von Bertelsmann anzugleichen und sich ebenfalls vertikal,


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Product Details
  • ISBN-13: 9783838657493
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3838657497
  • Publisher Date: 15 Aug 2002
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Eine medienökonomische Analyse
  • Width: 148 mm


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