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Branded entertainment on TV from the perspectives of system theory and principal agent theory
[Branded Entertainment im TV: Ein Bestimmungsversuch aus Sicht der Systemtheorie und der Prinzipal-Agent-Theorie und Handlungsempfehlungen für das Schnittstellenmanagement]

Author

Listed:
  • Gerhards, Claudia

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Ferschke, Stephanie

Abstract

The communication industry is on the move. Increasing digitalisation brings new distribution channels, new forms of content and a fragmentation of target groups. Players in the communication industry and marketeers search for new forms of communication. Media companies seek for new forms of generating revenue. In this context, TV productions that are focused on branded entertainment content become increasingly important. In this article, constellations of the players of branded entertainment TV productions are for the first time systematically identified and described. The difficulties that arise between the different parties under conditions of incomplete and asymmetric information are analysed with the help of the system theory and the principal agent theory. Recommendations for the management of branded entertainment productions are given, while instruments that could reduce uncertainty and risks for the principal are presented.

Suggested Citation

  • Gerhards, Claudia & Ferschke, Stephanie, 2009. "Branded entertainment on TV from the perspectives of system theory and principal agent theory [Branded Entertainment im TV: Ein Bestimmungsversuch aus Sicht der Systemtheorie und der Prinzipal-Agen," Duesseldorf Working Papers in Applied Management and Economics 09, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:09
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    File URL: https://nbn-resolving.org/urn:nbn:de:hbz:due62-opus-5189
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    More about this item

    Keywords

    branded entertainment; branded content; tv productions; principal agent theory; system theory;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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