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Implementierung von Social-Media-Instrumenten zur strategischen Zukunftsentwicklung von TV-Sendern

Implementierung von Social-Media-Instrumenten zur strategischen Zukunftsentwicklung von TV-Sendern

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,5, Rheinische Fachhochschule Köln, Sprache: Deutsch, Abstract: Der deutsche Fernsehmarkt befindet sich in einem fundamentalen Wandel. Aufgrund der konvergierenden Märkte Fernsehen (TV) und Internet, kommt es für TV-Sender zu neuen Erlösmöglichkeiten. Die TV- Sender erweitern ihr Angebot um non-lineare Medien, die dem Nutzer verschiedenen Möglichkeiten bieten. Für neue Angebote im TV und im Internet ist der Nutzer gewohnt einen möglichst geringen Preis zu bezahlen, während die TV-Sender die Gewinnmaximierung anstreben. Dieser Bachelor Thesis liegt die Problemstellung zugrunde, dass die TV Sender die verschiedenen Möglichkeiten der Social Media- Instrumente zur Zeit nicht in ihrem vollen Potential nutzen. Die Sender wissen zum jetzigen Zeitpunkt nicht, wo "die Reise hingehen" wird. Die privaten TV-Sender haben mit Umsatzrückgängen und Kostensteigerungen zu kämpfen. Sie müssen darauf achten, dass die Sender ihr Kerngeschäft nicht aus den Augen verliere Aufgrund der aktuellen Wirtschaftskrise scheuen sich die TV-Sender vor hohen Investitionen, da es sich zum jetzigen Zeitpunkt nicht abschätzen lässt, ob und wann die Investitionen sich amortisieren. Der Einsatz der Social Media-Instrumenten ist kostenintensiv. Es müssen Serverkosten, Streamingkosten und Zukäufe von Sozialen Netzwerken getätigt werden. Eine weitere Problematik liegt darin, dass vor allem die junge Zielgruppe die Medien TV und Internet parallel nutzt. Aufgrund dieser Tatsache ist es wichtig, dass die Zielgruppe Medienübergreifend, mit attraktiven Angeboten angesprochen werden. Des Weiteren wird es wichtig sein, dass die ältere Zielgruppe nicht vernachlässigt wird. Im Verlauf dieser Thesis werden bestehende, Medienübergreifende Angebote der TV-Sender vorgestellt. Es werde Internetangebote erläutert, die mit Sozialen Netzwerken und Bewegtbildportalen eine Medienübergreifende Nutzung erlauben. Di


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Product Details
  • ISBN-13: 9783640993321
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr
  • ISBN-10: 3640993322
  • Publisher Date: 11 Sep 2011
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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