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Positioning Public Service Broadcasting in a Competitive TV Market. Small Country Programming Strategies based on a Wide-Reach Genre

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  • Fellner, Wolfgang
  • Grisold, Andrea

Abstract

This article explores how a public service broadcasting company, namely ORF in Austria, has dealt with the challenges created by the dual system. An investigation of market requirements, public programming mandate, cost structure and financing needs reveals how economic and political constraints are interrelated. To illustrate this phenomenon, we focus on programming, specifically on the highly successful genre of popular folksy music ('Volkstümliche Musik'). Opinions of decision-makers responsible for programming strategies at the Austrian PSB company are linked with a detailed empirical analysis of one prosperous production within that genre. This enables us to draw a number of conclusions on the strategies pursued by public service broadcasting companies to master the changed market conditions and draw attention to so far unattended topics.

Suggested Citation

  • Fellner, Wolfgang & Grisold, Andrea, 2009. "Positioning Public Service Broadcasting in a Competitive TV Market. Small Country Programming Strategies based on a Wide-Reach Genre," Department of Economics Working Paper Series 129, WU Vienna University of Economics and Business.
    • Handle: RePEc:wiw:wus005:166
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    References listed on IDEAS

    as
    1. Peter O. Steiner, 1952. "Program Patterns and Preferences, and the Workability of Competition in Radio Broadcasting," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 66(2), pages 194-223.
    2. George Tsourvakas, 2004. "Public Television Programming Strategy Before and After Competition: The Greek Case," Journal of Media Economics, Taylor & Francis Journals, vol. 17(3), pages 193-205.
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    More about this item

    Keywords

    mass media; program supply; publicly provided goods; competitive TV market;
    All these keywords.

    JEL classification:

    • H44 - Public Economics - - Publicly Provided Goods - - - Publicly Provided Goods: Mixed Markets
    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises
    • L43 - Industrial Organization - - Antitrust Issues and Policies - - - Legal Monopolies and Regulation or Deregulation
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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