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Geschäftsmodelle im interaktiven Fernsehen am Beispiel der Multimedia Home Platform by Urschel, Oliver

Geschäftsmodelle im interaktiven Fernsehen am Beispiel der Multimedia Home Platform

by Oliver Urschel
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Book cover type: Paperback
  • ISBN13: 9783838673448
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 124
  • Original Price: USD 104.5
  • Language: German
  • Edition: N/A
  • Item Weight: 173 grams
  • BISAC Subject(s): Media Studies

Inhaltsangabe: Zusammenfassung: Die digitale Übertragung von Fernsehprogrammen auch aus dem Free-TV-Angebot findet langsam Verbreitung, und es werden bereits erste Geräte angeboten, die den Standard „Multimedia Home Platform" (MHP) für interaktive Zusatzdienste unterstützen. Ziel der Diplomarbeit ist es, verschiedene geschäftliche Aktivitäten im interaktiven Fernsehen zu entwickeln und auf ihre wirtschaftliche Tragfähigkeit hin zu untersuchen. Dabei wird beispielhaft von einer Realisierung der Aktivitäten auf Basis der MHP ausgegangen. Nach der Einleitung beschäftigt sich das zweite Kapitel mit Besonderheiten des deutschen Fernsehmarkts und den Finanzierungsbeziehungen der Marktteilnehmer. Das dritte Kapitel geht auf relevante technische Aspekte von Digital Video Broadcasting (DVB) und MHP ein. Dabei wird insbesondere auch auf Unterschiede zwischen Set-Top-Box und Personal Computer als mögliches Empfangsgerät hingewiesen. Notwendige Bedingung für den Erfolg einzelner Aktivitäten ist, dass sich MHP zunächst als technischer Standard durchsetzt. Daher wird im vierten Kapitel auf Basis der Diffusionstheorie untersucht, ob ein solcher Erfolg für MHP möglich ist. Im fünften Kapitel werden schlie lich folgende geschäftliche Aktivitäten im interaktiven Fernsehen auf ihr Erfolgspotential hin untersucht: Werbung im interaktiven Fernsehen, kostenpflichtige Zusatzinformationen im interaktiven Fernsehen, Sendungen mit Zuschauerbeteiligung, Pay-TV und Video-on-Demand-Angebote sowie Home-Shopping im interaktiven Fernsehen. Besondere Schwerpunkte liegen dabei auf der technischen Machbarkeit, der Beurteilung der Aktivität aus Sicht der Anbieter, relevanten gesetzlichen Regelungen, sowie dem Nutzen des Angebots aus Perspektive der Konsumenten. Im letzten Kapitel werden die gewonnenen Erkenntnisse zusammengefasst und Ansatzpunkte für zukünftige Untersuchungen aufgezeigt. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsübersichtIII TabellenverzeichnisVII Abbildungsverzeic

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