Social TV. Das Fernsehen der Zukunft?: Eine Delphi-Studie zu Chancen und Perspektiven am österreichischen Fernsehmarkt
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Masterarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Wien (Institut für Publizistik- und Kommunikationswissenschaft), Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit Social TV, einer neuen, kommunikativen Art der Fernsehnutzung, bei der mobile Endgeräte das Fernseherlebnis komplementieren. Im Mittelpunkt stehen dabei die Methoden der Fernsehproduzenten, Inhalte für diese neuen Gewohnheiten zu erstellen, das Nutzerverhalten des Publikums, sowie die Bedeutung von Social TV für den Gesamtfernsehmarkt in Österreich. Die zentralen Problematiken der Arbeit befassen sich mit der Frage, wie Social TV-Inhalte derzeit genutzt und produziert werden, was Nutzer sich davon erwarten und wohin die Entwicklung von Social TV in österreich in Zukunft gehen wird. Der theoretische Abschnitt behandelt zunächst die Grundlagen von öffentlich-rechtlichem Fernsehen, den sozialen Medien, sowie der Mobilität neuer Endgeräte. Zentral befasst sich die Theorie darauf mit Social TV, wie es in seiner derzeitigen Form in international führenden Märkten verstanden und genutzt wird, wie der Stand der Dinge in Österreich ist und wie die Kommunikationswissenschaft Social TV sieht. Im methodischen Teil wurde mithilfe einer Delphi-Studie ein ausgewähltes Expertenpanel zum vorliegenden Thema und dem Forschungsinteresse befragt. In zwei Befragungswellen lieferte dieses umfassende Ergebnisse zum derzeitigen Stand von Social TV in Österreich, den Problematiken, denen dieses Feld hierzulande gegenübersteht und den Entwicklungen, die perzipiert bevorstehen.
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