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Digitaler Fernsehmarkt

Digitaler Fernsehmarkt


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About the Book

Die Umstellung der technischen Verbreitung der TV-Signale von der analogen auf die digitale Distribution hat einen Prozess der grundlegenden Veränderung des deutschen TV-Marktes ausgelöst. Die anfänglich noch als Rahmenerscheinung aufgetretenen so genannten Sparten-programme aus dem "Very-Special-Interest"-Bereich haben sich im Zuge der Digitalisierung als Programme der vierten TV-Generation herausgestellt. Die Programme dieser TV-Generation werden vor allem durch eine ausschließlich auf digitaler Distribution basierenden Übertragung der TV-Signale und eine inhaltliche Spezialisierung auf Zielgruppen charakterisiert. Die Digitalisierung soll nach dem Analog-Switch-Off, einem Beschluss der Bundesregierung, 2010 abgeschlossen sein. Die damit einhergehenden Veränderungen werden in Fachkreisen bereits als der dritte große Schritt nach der Entwicklung des Farbfernsehens und der Einführung der privaten Programmanbieter bezeichnet. In der digitalen Fernsehwelt verändern sich die Di-mensionen der Fernsehnutzung und der mit dem Medium verbundenen Geschäftsmodelle. Hin-sichtlich dieser Veränderungen wird die Situation der digitalen Spartenprogramme analysiert. Alle beschriebenen Entwicklungen auf dem Fernsehmarkt, die mit dessen Digitalisierung zu-sammenhängen, werden vor dem Hintergrund betrachtet, welche gebotenen Chancen und Po-tentiale es für Spartenprogramme zu nutzen gilt und welche Risiken und Probleme eingeschätzt und bewältigt werden müssen. Um festzustellen, welche Marktsituation in Deutschland herrscht, wird zunächst diese mit einem speziellen Blick auf die Fragmentierung des TV-Marktes und die Distributionswege betrachtet. Es wird ein umfassender Blick über den Stand der Digitalisierung des Fernsehmarktes, vor al-lem der Distributionswege, gegeben, da dies für die Entwicklung digitaler Programme von großer Bedeutung ist. Eine Begriffserklärung, eine Marktübersicht, Strategien, Konzepte, entscheidende Erfolgsfaktoren und Geschäftsmodelle der Sender der vierten TV
About the Author: Daniel Schnitzler, Studium der Medienwirtschaft mit dem Schwerpunkt Management von Medienunternehmen an der Rheinischen Fachhochschule Köln. Abschluss 2008 mit der Arbeit "Analyse von Spartensendern vor dem Hintergrund zunehmender Digitalisierung (des Fernsehmarktes)". Derzeit tätig in einer Kölner Agentur für Verkaufsförderung.


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Product Details
  • ISBN-13: 9783836663182
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 209 gr
  • ISBN-10: 383666318X
  • Publisher Date: 16 Jul 2008
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Chancen Und Potentiale Fnr Spartensender
  • Width: 148 mm


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