Die Entwicklung Von Marketingkonzepten Zur Optimierung Von Tv Formaten Im Privatfernsehen
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Die Entwicklung Von Marketingkonzepten Zur Optimierung Von Tv Formaten Im Privatfernsehen
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Author : Maxi Müller
language : de
Publisher: diplom.de
Release Date : 2004-09-17
Die Entwicklung Von Marketingkonzepten Zur Optimierung Von Tv Formaten Im Privatfernsehen written by Maxi Müller and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-09-17 with Business & Economics categories.
Inhaltsangabe:Einleitung: Der Hauptfilm- und Fernsehmarkt liegt seit vielen Jahren unbestritten in den USA. Die Universal Studios, Paramount und Twentieth Century Fox haben die Amerikanisierung weltweit durchgesetzt. Deutschland stieg nach der Wiedervereinigung zum zweitgrößten TV-Markt auf. Große Zukunftschancen liegen jedoch direkt vor unserer Tür, der europäische Wachstumsmarkt. Der deutsche Film muss nach einem nationalen Erfolg in der zweiten Stufe den europäischen Markt erreichen. Warum in die USA gehen, wenn ein viel größerer Markt doch so nah ist? Des Weiteren dürfen die Ostmärkte nicht vergessen werden. Wir können stolz sein auf unseren so reichhaltigen und qualitativen Fernsehmarkt. Damit das so bleibt, gilt es diesen ständig zu verbessern. Diese Arbeit beschäftigt sich mit dem Marketing, also der Entwicklung und dem Absatz filmischer Software unter Wettbewerbsbedingungen und geht dabei besonders auf die Kommunikationspolitik als Teil des Marketingmixes ein. Dabei werden grundlegenden sach-inhaltliche Grundfragen besonders des konzeptionellen Grundsteines der Kommunikationspolitik geklärt. Diese Ausarbeitung unterstreicht, dass klassische Werbung und Kommunikation zu kostenaufwendig sind und dass die Massenkommunikation auf einem veralteten Denkmuster beruht. Die Fernsehbranche hat es bei ihrer werblichen Kommunikation nicht immer leicht, da die Sender es in Deutschland generell mit einem werbefeindlichen Umfeld zu tun haben. Dieses gesamtgesellschaftliche negative werbliche Denken wurde seit den fünfziger Jahren in unseren Köpfen herangezüchtet mit dem Ausgangspunkt, dass Werbung etwas Anstößiges sei. Und natürlich hat sich die Werbung auch verändert. Neue Werbeformen werden ausprobiert und die Konkurrenz im Werbemarkt steigt stetig an. Es hat sich nicht nur der publizistischer Wettbewerb, welcher die Beschaffung, Verbreitung und Nutzung von Programmen betrifft, verstärkt, sondern auch der ökonomische Wettbewerb, der sich besonders im Kampf um die Werbeeinnahmen zeigt. Durch diese zwei Wettbewerbsformen sind die Medien gezwungen, sich neue Wege zu suchen, um auf ihr Programm aufmerksam zu machen. Außerdem stehen sie vor einem erhöhten Finanzierungsbedarf, weil die stetig steigende Nachfrage nach Programmangeboten nicht mehr aus Werbe- und Gebühreneinnahmen gedeckt werden kann. Durch die Zunahme des Medienangebots hat die Konsumgüterindustrie wiederum mit einer Informations- und Werbeüberlastung der Konsumenten zu kämpfen. Weiterhin [...]
Quality Tv
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Author : Janet McCabe
language : en
Publisher: Bloomsbury Publishing
Release Date : 2007-09-26
Quality Tv written by Janet McCabe and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-09-26 with Performing Arts categories.
In his seminal book "Television's Second Golden Age", Robert Thompson described quality TV as 'best defined by what it is not': 'it is not "regular" TV'. Audacious maybe, but his statement renewed debate on the meaning of this highly contentious term. Dealing primarily with the post-1996 era shaped by digital technologies and defined by consumer choice and brand marketing, this book brings together leading scholars, established journalists and experienced broadcasters working in the field of contemporary television to debate what we currently mean by quality TV. They go deep into contemporary American television fictions, from "The Sopranos" and "The West Wing", to "CSI" and "Lost" - innovative, sometimes controversial, always compelling dramas, which one scholar has described as 'now better than the movies!' But how do we understand the emergence of these kinds of fiction? Are they genuinely new? What does quality TV have to tell us about the state of today's television market? And is this a new Golden Age of quality TV? Original, often polemic, each chapter proposes new ways of thinking about and defining quality TV. There is a foreword from Robert Thompson, and heated dialogue between British and US television critics. Also included - and a great coup - are interviews with W. Snuffy Walden (scored "The West Wing" among others) and with David Chase ("The Sopranos" creator). "Quality TV" provides throughout groundbreaking and innovative theoretical and critical approaches to studying television and for understanding the current - and future - TV landscape.
Entertainment Science
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Author : Thorsten Hennig-Thurau
language : en
Publisher: Springer
Release Date : 2018-08-01
Entertainment Science written by Thorsten Hennig-Thurau and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-01 with Business & Economics categories.
The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage – the same recipe for success that is behind the rise of firms such as Netflix and Spotify, but has also fueled Disney’s recent success. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, the authors identify essential factors, mechanisms, and methods that help a new entertainment product succeed. The book thus offers a timely alternative to “Nobody-Knows” decision-making in the digital era: while coupling a good idea with smart data analytics and entertainment theory cannot guarantee a hit, it systematically and substantially increases the probability of success in the entertainment industry. Entertainment Science is poised to inspire fresh new thinking among managers, students of entertainment, and scholars alike. Thorsten Hennig-Thurau and Mark B. Houston – two of our finest scholars in the area of entertainment marketing – have produced a definitive research-based compendium that cuts across various branches of the arts to explain the phenomena that provide consumption experiences to capture the hearts and minds of audiences. Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University Entertainment Science is a must-read for everyone working in the entertainment industry today, where the impact of digital and the use of big data can’t be ignored anymore. Hennig-Thurau and Houston are the scientific frontrunners of knowledge that the industry urgently needs. Michael Kölmel, media entrepreneur and Honorary Professor of Media Economics at University of Leipzig Entertainment Science’s winning combination of creativity, theory, and data analytics offers managers in the creative industries and beyond a novel, compelling, and comprehensive approach to support their decision-making. This ground-breaking book marks the dawn of a new Golden Age of fruitful conversation between entertainment scholars, managers, and artists. Allègre Hadida, Associate Professor in Strategy, University of Cambridge
Into The Universe Of Technical Images
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Author : Vilém Flusser
language : en
Publisher: U of Minnesota Press
Release Date : 2011
Into The Universe Of Technical Images written by Vilém Flusser and has been published by U of Minnesota Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Social Science categories.
An examination of the promise and peril of digital communication technologies.
The Globalization Of News
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Author : Oliver Boyd-Barrett
language : en
Publisher: SAGE
Release Date : 1998-10-28
The Globalization Of News written by Oliver Boyd-Barrett and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998-10-28 with Language Arts & Disciplines categories.
This book overviews and reconsiders media organizations - the news agencies - which report and film the news for the press and broadcast media. Incorporating institutional, historical, political economic and cultural studies perspectives, the book: reviews agency provision of general news, video news and financial news; analyzes agency-state relations through periods of dramatic social upheaval; and critically examines the impact of deregulation and globalization on the news agency business. Contributors consider how leading players like Reuters and Associated Press help to define the nature of both the Global and the Local as well as focusing on the network of relations between international and national agencies. The book
Media Industry Studies
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Author : Daniel Herbert
language : en
Publisher: John Wiley & Sons
Release Date : 2020-04-09
Media Industry Studies written by Daniel Herbert and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-09 with Social Science categories.
The study of media industries has become a thriving subfield of media studies. It already comprises a diverse intellectual history, a range of fascinating questions and topics, and many theoretical and methodological frameworks. Media Industry Studies provides the roadmap to this vibrant area of study. Blending a comprehensive overview of foundational literature with an examination of the varied scales and sites media industry studies have considered, the book explores connections among research questions, topics, and methodologies. It includes examples from many media industries – film, television, journalism, music, games – and incorporates emerging scholarship considering the industrial contexts of social and internet-distributed media. Offering an account of the intellectual traditions and approaches that have defined the subfield to date, Media Industry Studies is an indispensable resource for upper-level undergraduates, postgraduates, and scholars.
Production Studies
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Author : Vicki Mayer
language : en
Publisher: Routledge
Release Date : 2009-09-10
Production Studies written by Vicki Mayer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-10 with Business & Economics categories.
Production Studies is the first volume to bring together a star-studded cast of interdisciplinary media scholars to examine the unique cultural practices of media production. The all-new essays collected here combine ethnographic, sociological, critical, material, and political-economic methods to explore a wide range of topics, from contemporary industrial trends such as new media and niche markets to gender and workplace hierarchies. Together, the contributors seek to understand how the entire span of "media producers"—ranging from high-profile producers and directors to anonymous stagehands and costume designers—work through professional organizations and informal networks to form communities of shared practices, languages, and cultural understandings of the world.
Polymer Electronics
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Author : Meng Hsin-Fei
language : en
Publisher: CRC Press
Release Date : 2013-02-19
Polymer Electronics written by Meng Hsin-Fei and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-02-19 with Science categories.
Polymer semiconductor is the only semiconductor that can be processed in solution. Electronics made by these flexible materials have many advantages such as large-area solution process, low cost, and high performance. Researchers and companies are increasingly dedicating time and money in polymer electronics. This book focuses on the fundamental ma
Evaluating Art
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Author : George Dickie
language : en
Publisher: Temple University Press
Release Date : 2010-05-18
Evaluating Art written by George Dickie and has been published by Temple University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-18 with Art categories.
A theory about how to judge a work of art--as opposed to a theory that explains why a particular work is defined as art.
The Tyranny Of The Market
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Author : Joel WALDFOGEL
language : en
Publisher: Harvard University Press
Release Date : 2009-06-30
The Tyranny Of The Market written by Joel WALDFOGEL and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-30 with Business & Economics categories.
Economists have long counseled reliance on markets rather than on government to decide a wide range of questions, in part because allocation through voting can give rise to a "tyranny of the majority." Markets, by contrast, are believed to make products available to suit any individual, regardless of what others want. But the argument is not generally correct. In markets, you can't always get what you want. This book explores why this is so and its consequences for consumers with atypical preferences.