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Neue Finanzierungsformen für private (werbefinanzierte) TV-Sender

Neue Finanzierungsformen für private (werbefinanzierte) TV-Sender

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Universität zu Köln (Institut für Rundfunkökonomie an der Universität zu Köln), Veranstaltung: Ausgewählte Fragen zur Finanzierung von Rundfunkunternehmen, Sprache: Deutsch, Abstract: Schon früher haben werbefinanzierte Fernsehsender versucht, durch neue Formen der Werbung wie Sponsoring, Product Placement oder Teleshopping Einnahmen zu generieren, um damit finanziell unabhängiger von der klassischen Spotwerbung zu werden. Auch begannen die Fernsehsender, sich zu diversifizieren und erzielen Einnahmen über Nebengeschäfte wie den Verkauf von Merchandising-Produkten. Zu Beginn des 21. Jahrhunderts gibt es technologische wie auch gesellschaftliche Veränderungen von erheblicher Bedeutung. Das digitale Zeitalter hat begonnen. Zusammen mit ordnungspolitischen Maßnahmen wie der Deregulierung des Telekommunikations- und Kabelsektors in Deutschland führen diese Entwicklungen dazu, dass auch private werbefinanzierte Fernsehsender ihre Finanzierungsmodelle und insbesondere die Bestandteile der Finanzierungsmodelle, die einzelnen Finanzierungsformen, überdenken müssen. Im Zentrum dieser Ausführungen stehen deshalb Finanzierungsmöglichkeiten, die aus innovativen Formen bestehen, die einen Bezug zu Entwicklungen wie Interaktivität, Deregulierung, Mobilität und Digitalisierung besitzen. Sie bilden die Grundlage von "neuen" Finanzierungsmodellen. Neue Finanzierungsformen sollen und können die herkömmliche Finanzierungsquelle der Einnahmeerzielung durch Werbung zwar nicht vollständig ersetzen, sie bieten aber eine Ergänzung zu Einnahmeverlusten, die im traditionellen TV-Werbemarkt entstehen. Als Rahmenbedingungen werden kurz einige Grundlagen der Finanzierung von Fernsehunternehmen, die Situation auf dem TV-Werbemarkt in Deutschland und derzeitige Trends in Technik und Gesellschaft vorgestellt. Ausgehend von diesen Rahmeninformationen werden dann einige neue Finanzierung


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Product Details
  • ISBN-13: 9783638649322
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3638649326
  • Publisher Date: 19 Jun 2007
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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