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Vermarktung von Daily Soaps by Ruf, Anja

Vermarktung von Daily Soaps

by Anja Ruf
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Book cover type: Paperback
  • ISBN13: 9783640465743
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Media Studies

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Film und Fernsehen, Note: 1,3, Macromedia Fachhochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Fernsehserien bzw. Daily Soaps haben bereits seit geraumer Zeit ihren festen Platz im Fernsehprogramm deutscher TV-Sender und werden umfassend vermarktet. Wie die meisten anderen Medienprodukte werden die TV-Serien auf zwei Märkten angeboten: dem Rezipienten- und dem Werbemarkt. Primär konzentriert sich das strategische Handeln der Medienunternehmen auf den Werbemarkt, da dort die Produkte vollkommen marktfähig sind, während dies im Rezipientenmarkt aufgrund der unzureichenden Ausschlussmöglichkeit vom Konsum nur begrenzt der Fall ist. Da die Rezipienten die Zielgruppe der Werbetreibenden darstellen, können diese bei der Konzipierung einer Daily Soap jedoch nicht vollkommen au er Acht gelassen werden. Der Erfolg der Serie auf dem Rezipientenmarkt ist also notwendige Voraussetzung für den Erfolg auf dem Werbemarkt. Dabei stellt die Zuschauergewinnung und -bindung nicht zuletzt aufgrund der weitgehenden Sättigung des Marktes in Bezug auf Serienprogramme eine gro e Herausforderung für Sender und Produzenten dar. Die strategische Ausrichtung der Konzeption auf den Rezipientenmarkt gewinnt daher zunehmend an Bedeutung. Die Rahmenbedingungen für die Vermarktung von TV-Formaten wie Daily Soaps haben sich aufgrund neuer Technologien und verändertem Mediennutzungsverhalten vor allem bei Jugendlichen verändert. 14- bis 19-Jährige, die Hauptzielgruppe deutscher Daily Soaps, verbringen mit 120 Minuten täglich mehr Zeit im Netz als mit fernsehen (100 Minuten), so die Ergebnisse der ARD/ZDF-Onlinestudie 2008. Dabei ist das Interesse an multimedialen Inhalten im Netz in den letzten Jahren stark angestiegen. 92 Prozent der Jugendlichen schauen Videos und Fernsehsendungen live oder zeitversetzt im Netz. Ziel dieser Arbeit ist es, zu untersuchen, wie sich die Veränderungen auf die Vermarktung von Serienprod

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