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Privater Hörfunk im Balanceakt zwischen Werbetreibenden und Hörern

Privater Hörfunk im Balanceakt zwischen Werbetreibenden und Hörern

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Rundfunk und Unterhaltung, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Die wichtigsten Nachrichten, eine Frühstücks-Comedy mit dem Bundeskanzler und noch eben das Wetter - der Hörer erwartet heutzutage ein 'All in One'-Paket vom Hörfunkprogramm. Für einen wettbewerbsfähigen Radiosender muss den Hörern, aber auch der Werbewirtschaft, Vielfalt und Abwechslung geboten werden. Fast 75% des Hörfunkprogramms in Deutschland wird von privaten Radiostationen produziert, wobei die reine Grundversorgung - wie sie der öffentlich-rechtliche Hörfunk als Auftrag hat - für den privaten Hörfunk kein Thema mehr ist. Die privaten Radiosender sind der besonderen Problematik ausgesetzt, dass sie ihre Zielrichtung auf die Hörer und auf die Werbekunden des Senders ausgerichtet haben müssen. Dies bedeutet, dass der private Hörfunk einen Balanceakt zwischen den Vorstellungen der Werbung treibenden Wirtschaft einerseits und den Wünschen der Hörer andererseits leisten muss, um beiden Kundengruppen gerecht zu werden. Dieser Spagat der Zielvorstellungen wird in dieser Hausarbeit näher erläutert. Als Einführung in die Thematik wird zuerst der Begriff 'privater Hörfunk' definiert. Der geschichtliche Hintergrund und die Entwicklung des Hörfunks zum Massenmedium in Deutschland werden beschrieben. Anhand des Beispiels von Radio Hamburg wird anschließend exemplarisch erläutert, wie ein privater Hörfunksender konzipiert ist. Die Branchen- sowie die Marktstruktur des Senders werden untersucht und bilden die Grundlage für die Interdependenzen zwischen Sender, Werbetreibenden und Hörern. Auf der Basis dieser Erkenntnisse kann die Problematik klar aufgeschlüsselt werden. Das Ziel dieser Arbeit ist es, die im geschichtlichen Hintergrund stetig wechselnde Marktposition des Hörfunks hervorzuheben und aktuelle Werbetrends zur Verbesserung der Marktstruktur im privaten Hörfunk aufzuzeigen. Welche Möglichke


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Product Details
  • ISBN-13: 9783640380176
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 38
  • Series Title: German
  • Weight: 63 gr
  • ISBN-10: 3640380177
  • Publisher Date: 23 Jul 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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