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Ballungsraumfernsehen in Deutschland

Ballungsraumfernsehen in Deutschland


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About the Book

Magisterarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 2,0, Westfälische Wilhelms-Universität Münster (Politikwissenschaften), Sprache: Deutsch, Abstract: 1 Einleitung 1.1 Problemstellung und Zielsetzung der Arbeit Die Entwicklung des privaten, d.h. in diesem Zusammenhang werbefinanzierten, lokalen und regionalen Fernsehens in Deutschland ist seit den 90er Jahren des letzten Jahrhunderts1 vor allem durch einen geringen wirtschaftlichen Erfolg geprägt. Da sich die privaten Fernsehveranstalter über den Werbemarkt finanzieren, läßt2 sich das ökonomische Hauptproblem der Veranstalter eindeutig benennen. Aufgrund geringerer technischer Reichweite, anders als bei bundesweiten Fernsehprogrammen, ist das Erlöspotenzial der Werbefinanzierung eingeschränkt. Da aber nur mit aufwendigen Programminhalten Zuschauer gewonnen werden können, sind die Veranstalter beim Erwerb von Programmrechten mit - in Relation zur Größe des regionalen oder subregionalen Marktvolumens - hohen Kosten konfrontiert.3 Zusätzlich stehen Fernsehveranstalter mit lokalen Tageszeitungen und Anzeigenblättern sowie lokalen Radioprogrammen in einem intensiven Wettbewerb um das insgesamt lokal gebundene Werbeaufkommen. Um unter diesen Bedingungen eine wirtschaftliche Tragfähigkeit von Ballungsraumfernsehen zu erreichen, müssen bestimmte Maßnahmen seitens der Programmanbieter getroffen werden. Eine solche Maßnahme kann z.B. der Einsatz verschiedener Formen von Kooperationen sein. Daher ging der Trend beim Ballungsraumfernsehen zweifellos dahin, durch mehr Kooperationen und durch Herausbildung von Netzwerken zwischen den Sendern für die Werbeindustrie attraktiver zu werden. Kooperiert wurde in den Bereichen der Programmstrukturen und -inhalte (Homogenisierung, Zukauf von Fremdprogrammen), um dadurch eine Vereinfachung der gemeinsamen nationalen Werbezeitenvermarktung zu erreichen. Diese Kooperationen und Netzwerkbildungen wurden realisiert. Es gilt i


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Product Details
  • ISBN-13: 9783638697071
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 204 gr
  • ISBN-10: 363869707X
  • Publisher Date: 26 Jul 2007
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Partizipationsmöglichkeiten, Wirtschaftlichkeitschancen und ordnungsrechtliche Regelungsprobleme
  • Width: 148 mm


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