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Samenvatting Media Economie VUB
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Uitgebreide samenvatting van alle behandelde hoofdstukken in deze cursus
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MEDIA-ECONOMIEINHOUDSOPGAVE
1 INLEIDING ................................................................................................................................................ 5
MEDIA + ECONOMIE = MEDIA-ECONOMIE? ................................................................................................................... 5
WAAROM MEDIA-ECONOMIE ..................................................................................................................................... 5
GEVOLGEN ............................................................................................................................................................. 6
RODE DRAAD DOORHEEN DE CURSUS ........................................................................................................................... 6
2 ECONOMISCHE KARAKTERISTIEKEN VAN DE MEDIA ................................................................................ 7
DOELSTELLINGEN ..................................................................................................................................................... 7
INHOUD ................................................................................................................................................................. 7
1. MICRO-ECONOMIE: UITGANGSPUNTEN .................................................................................................................... 7
2. (ECONOMISCHE) KARAKTERISTIEKEN VAN DE MEDIA .................................................................................................. 10
Outline: ......................................................................................................................................................... 10
Aard van de mediagoederen: ....................................................................................................................... 10
Aard van het aanbod .................................................................................................................................... 13
Aard van de vraag ........................................................................................................................................ 16
Aard van het prijsmechanisme ..................................................................................................................... 17
Media-economie = grondig afwijkend .......................................................................................................... 18
Mediamarkt fundamenteel geneigd tot marktfalen .................................................................................... 19
Gevolgen voor mediamarkt .......................................................................................................................... 20
3. MEDIAWAARDEKETEN ......................................................................................................................................... 21
3 MEDIACONCENTRATIE ........................................................................................................................... 27
DOELSTELLINGEN ................................................................................................................................................... 27
Mediaconcentratie: belangrijk thema .......................................................................................................... 27
Gevaren van concentratie in media .............................................................................................................. 27
Gevaren van concentratie in de media in een geliberaliseerde en gedigitaliseerde omgeving: ................... 31
Gevaren van concentratie in media (2): ....................................................................................................... 32
Mediaconcentratie als grootste bedreiging? ............................................................................................... 35
MEDIACONCENTRATIE: FEITEN EN TENDENZEN ............................................................................................................. 36
Historiek van mediaconcentratie:................................................................................................................. 36
Concentratie-strategieën .............................................................................................................................. 36
MEDIACONCENTRATIE: INDICATOREN ......................................................................................................................... 38
GROTE MEDIACONGLOMERATEN ............................................................................................................................... 39
1. Time warner ............................................................................................................................................. 39
2. Disney ....................................................................................................................................................... 40
3. Bertelsmann (EU) = duits .......................................................................................................................... 40
4. News Corp ................................................................................................................................................. 41
5. Viacom/CBS .............................................................................................................................................. 41
6. Vivendi (EU) → frans ................................................................................................................................ 42
7. Sony (Japan) ............................................................................................................................................. 42
CONCENTRATIE WERELDWIJD: OLIGOPOLIE EN COLLUSIE ................................................................................................ 42
MAAR: NOG STEEDS DWERGEN? DE FORTUNE GLOBAL TOP-500 (2010) ......................................................................... 42
1
, NUANCES: CONCENTRATIE EN DECONCENTRATIE .......................................................................................................... 43
HOE ZIT HET NU RECENTER:...................................................................................................................................... 45
MEDIACONCENTRATIE IN VLAANDEREN ....................................................................................................................... 47
HOE PROBLEMATISCH IS DIT? - EVOLUTIE IN MEDIA CONCENTRATIE DENKEN: DE MUZIEKMARKT ............................................ 53
EEN STERK GECONCENTREERDE MARKT OP WEG NAAR VERDERE CONCENTRATIE .................................................................. 54
4 TWEEZIJDIGE MEDIAMARKTEN .............................................................................................................. 55
DOELSTELLINGEN ................................................................................................................................................... 55
TWEEZIJDIGE MARKTEN EN PLATFORMEN .................................................................................................................... 55
Strategisch management ............................................................................................................................. 56
Soorten tweezijdige markten: ...................................................................................................................... 57
AUDIENCE MAKERS PLATFORM - MEDIAPLATFORMS: ................................................................................................... 58
kenmerken mediaplatforms ......................................................................................................................... 58
Strategisch management van mediaplatformen .......................................................................................... 58
MEDIAMARKT ALS MULTI SIDED MARKET .................................................................................................................... 60
Markt 1 – De eindgebruiker ......................................................................................................................... 60
markt 2 – de adverteerders .......................................................................................................................... 66
5 MEDIASECTOREN ................................................................................................................................... 79
PRINTMARKT ........................................................................................................................................................ 79
Historiek geschreven pers ............................................................................................................................. 79
Eu-historisich sterke printmarkt ................................................................................................................... 81
CIM-CIJFERS: ................................................................................................................................................. 82
Trends – belangrijkste ontwikkelingen: ........................................................................................................ 84
pogingen tot antwoord ................................................................................................................................ 87
Van offline naar online inkomsten: logica .................................................................................................... 89
ARPU online .................................................................................................................................................. 90
Zoektocht naar inkomstenmodellen: ............................................................................................................ 91
TELEVISIEMARKT .................................................................................................................................................... 92
historiek: ....................................................................................................................................................... 92
marktmodel vs publiekmodel ....................................................................................................................... 93
private kanalen: lokale verankering: ............................................................................................................ 97
PRIVATE KANALEN: EXPLOSIE ....................................................................................................................... 98
NICHEKANALEN ............................................................................................................................................ 98
Regionale Tv ................................................................................................................................................. 99
Andere spelers: waardeketen ..................................................................................................................... 100
Belang lokale fictie ..................................................................................................................................... 100
Financiering lokale fictie ............................................................................................................................. 101
Onafhankelijke productiesector.................................................................................................................. 101
Vraagteken bij onafhankelijke productiesector .......................................................................................... 103
Lokale fictie? ............................................................................................................................................... 103
Alternatieven .............................................................................................................................................. 104
Live TV ........................................................................................................................................................ 104
Distributeurs ............................................................................................................................................... 106
VOD met omroepen .................................................................................................................................... 107
Een wankel evenwicht: ............................................................................................................................... 108
Business model innovatie ........................................................................................................................... 110
6 DE NIEUWE MEDIA .............................................................................................................................. 111
2
, DIGITALISERING EN CONVERGENTIE ......................................................................................................................... 111
NIEUWE ECONOMIE? ............................................................................................................................................ 112
WET VAN MOORE ............................................................................................................................................... 116
WET VAN METCALFE ............................................................................................................................................ 122
NETWERKEFFECTEN .............................................................................................................................................. 128
netwerkeffecten: strategisch management ............................................................................................... 129
LOCK-IN/QWERTYNOMICS (DAVIDS, 1985) .............................................................................................................. 132
SAMENVATTEND: ECONOMISCHE KARAKTERISTIEKEN VAN NIEUWE MEDIAGOEDEREN (VARIAN EN SHARPIRO) ......................... 134
7 PLATFORMISERING EN INKOMSTENMODELLEN ................................................................................... 135
PLATFORMISERING ............................................................................................................................................... 135
Ict, modulariteit en interdependentie ......................................................................................................... 135
Platformisering ........................................................................................................................................... 137
Technische + zakelijke platformen .............................................................................................................. 139
Van Supply Chain Management ................................................................................................................. 141
Naar Business Ecosystem Management ..................................................................................................... 142
Platformisering: .......................................................................................................................................... 142
NIEUWE INKOMSTENMODELLEN ............................................................................................................................. 143
Inkomstenmodellen online ......................................................................................................................... 143
Het failliet van web 1.0 ............................................................................................................................... 145
Web 2.0 ...................................................................................................................................................... 145
Connectivity is king .................................................................................................................................... 146
Connectivity is king: web 2.O ...................................................................................................................... 147
Inkomstenmodeelen in nieuwe media: ....................................................................................................... 149
Wikinomics ................................................................................................................................................. 156
voorbeelden web 2.0 inkomstenmodellen .................................................................................................. 157
Samenvattend: platformen en hun inkomstenmodellen ............................................................................ 160
VOORBEELDVRAGEN .................................................................................... ERROR! BOOKMARK NOT DEFINED.
ACTUA .......................................................................................................... ERROR! BOOKMARK NOT DEFINED.
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