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Zentralvermarktung der Fernsehübertragungsrechte von Spielen der Fußballligen

Zentralvermarktung der Fernsehübertragungsrechte von Spielen der Fußballligen

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 2,3, Universität zu Köln, Veranstaltung: Wettbewerb und Regulierung in Medien- und Telekommunikation, Sprache: Deutsch, Abstract: Sportveranstaltungen und insbesondere Fußballveranstaltungen sind gesellschaftliche Phänomene, welche auf der ganzen Welt weit verbreitet und leicht verständlich sind. Sie bieten einen hohen Unterhaltungswert und ziehen die Massen an. Aufgrund der Massenattraktivität spielen die Übertragungsrechte an den Fußballspielen, sowohl für Fernsehanstalten als auch für Vereine, eine bedeutende Rolle. Auf der einen Seite sind die Fernsehanstalten stark daran interessiert diese Rechte inne zu haben, denn sie garantieren neben hohen Einschaltquoten und Reputationsgewinn auch marktstrategische Vorteile. Auf der anderen Seite sind die Fußballvereine an hohen Fernsehgeldern interessiert, da sie ihre finanzielle und sportliche Wettbewerbsfähigkeit verbessern. Man könnte sagen, dass sich der Profifußball und die Medien in einem Abhängigkeits- bzw. Förderungsverhältis befinden. Anhand dieser Zusammenhänge wird deutlich, dass die Vermarktungsform bezüglich der Übertragungsrechte, für sämtliche Akteure von großer Bedeutung ist. Es herrscht eine fortwährende Diskussion um die "richtige Vermarktungsform", die den größten Nutzen für Vereine, Fernsehanstalten und Konsumenten hat. Dabei stehen sich zwei unterschiedliche Ansichten gegenüber. Zum einen die Zentralvermarktung, bei der eine zentrale Institution, die Verträge bezüglich der Fernsehübertragungsrechte, mit den Fernsehanstalten aushandelt und dann die Erlöse auf die Vereine aufteilt. Zum anderen die Einzelvermarktung, bei der die Vereine direkt mit den Fernsehanstalten verhandeln, ohne dass sie in ihrer Entscheidungsfreiheit eingeschränkt werden. In einer freien Marktwirtschaft würden die Vereine in Konkurrenz zu einander stehen und die Übertragungsrechte eigenständig an den Meistbietenden veräußern


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Product Details
  • ISBN-13: 9783640668519
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3640668510
  • Publisher Date: 26 Jul 2010
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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Zentralvermarktung der Fernsehübertragungsrechte von Spielen der Fußballligen
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