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Erlösmodelle neuer Geschäftsformen interaktiven Fernsehens by Dorfer, Laura

Erlösmodelle neuer Geschäftsformen interaktiven Fernsehens

by Laura Dorfer
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Book cover type: Paperback
  • ISBN13: 9783640551903
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Media Studies

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Film und Fernsehen, Note: 1,0, Universität Siegen, Veranstaltung: Neue Formen und Modelle interaktiven Fernsehens, Sprache: Deutsch, Abstract: Das Emergieren der multiplen neuen Übertragungstechniken hat zu tief greifenden Veränderungen in der Fernsehlandschaft geführt (vgl. Doetz 2008, 414). Nicht länger ist das Konzept des Fernsehens unweigerlich mit dem Fernsehapparat, mit Kabel, Satellit und Terrestrik verbunden.Der Trend geht hin zu hybriden multimediafähigen Endgeräten, die unabhängig von Ort und Zeit genutzt werden und Fernsehinhalte über IP, DVB-H, UMTS und Broadcast empfangen (vgl. Doetz 2008, 414). Ein Wandel des Nutzungsverhalten ist zu konstatieren; so verlassen Konsumenten den durch die passive Mediennutzung geprägte Lean Back Modus und finden Eingang in ein interactive Lean Back Behavoiur, in welchem das dem traditionellen Fernsehen entlehnte Bedürfnis nach "Berieselung" und Eskapismus mit interaktiven Zügen gepaart wird (vgl. Didzuleit 2007, 198). Diese neuen Konditionen bleiben nicht folgenlos für etablierte Marktteilnehmer und sich just positionierende Player. Anbieter bedürfen neuer Geschäftsmodelle, um nachhaltige Wettbewerbsvorteile in dem sich neu formierenden Markt zu erringen und von den Erlöspotentialen zu profitieren. An welchen Erlösquellen, Marktteilnehmer partizipieren sollten, um zukünftig eine solide Refinanzierung zu sichern, kann zu diesem frühen Zeitpunkt nur gemutma t werden. Derzeit kontrovers diskutiert wird insbesondere, ob in der Werbefinanzierung oder im Paid-Content die Zukunft der Umsatzgenerierung liegt (vgl. www.medientagemuenchen.de/). Die hiesige Arbeit knüpft an diesen Diskurs an und versucht den Status quo der aktuellen Erlösstrukturen zu vermitteln sowie neue Umsatzpotentiale aufzuzeigen und zu bewerten. Nachdem zunächst in einem Grundlagenkapitel eine Begriffsbestimmung und Bestandsaufnahme des interaktiven Fernsehens vermittelt wird, sollen im w

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