This book focuses on the challenges of competition in television broadcasting markets. The issues that arise with the transforming audiovisual industry are observed with a focus on audiences and consumers. The ideas collected here are the result of years of market observation, conversations with media managers and trend analysis. Although some of the examples provided come from the Spanish market, the theories, reflections and detected trends are valid for other countries as well.
The authors look for answers to questions regarding market dynamics, innovation in content development and revenue streams; sustainability and content quality; internationalization, business opportunities, distribution and acquisitions policies and the situation of the market’s new entrants and legacy media. The audiovisual industry has become more complex and companies must become more aware and decisive about their place in it: their objectives, strategies, and the methods of addressing their relationship with their audiences.
1. New Paradigms of Audiovisual Industry by Mercedes Medina
2. The Threat of OTT for the Pay-TV Market by Alicia Urgelles
3. The Resistance of Legacy TV Channels by Mercedes Medina
4. The Public Service Heritage by Mercedes Medina
5. The Battle for Audiences by Mónica Herrero
6. Entertaining Power: Quality of Contents by Mercedes Medina
7. From Attention to Engagement in the Battle for the Audiences by Alicia Urgellés
8. Monetizing in the Digital Era by Mónica Herrero
9. Implementing Innovation Strategy by Mercedes Medina
Mercedes Medina teaches Media Economics and Entrepreneurship in Communication at the University of Navarra (Spain). Her research interests are focused on media markets, strategic management and quality in media content.
Mónica Herrero is Dean of the School of Communication of the University of Navarra (Spain). She lectures in Media Management and her research focuses on television economics and new relationships in the digital era.
Alicia Urgellés is a PhD candidate in the Department of Media Management at the University of Navarra (Spain). Her research focuses on entertainment media economics and business models in the video-on-demand context.
Table of Contents
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