Video Economics is a rigorous yet accessible analysis of the economics and business strategies of the television industry. Owen and Wildman identify the complex chain of program producers, distributors, and retailers whose objectives are to obtain viewers in order to sell them to advertisers, to charge them an admission fee, or both.
"Video Economics" is an analysis of the economics and business strategies of the televison industry. Bruce Owen and Steven Wildman identify the complex chain of programme producers, distributors (networks), and retailers (video stores, cable systems, and broadcast stations), whose objectives are to obtain viewers in order to sell them to advertisers, to charge them an admission fee, or both. Among the concepts the authors explain and apply are those of public good, economies of scale, and price discrimination. Since about 1975 the US television industry has been transformed from a heavily regulated business to a highly competitive one, with new networks, technologies, and markets. "Video Economics" addresses the major issues affecting competitive advantage in the industry, including sequential programme release strategies known as windowing, competition among programme producers, the economics of networking, cable televison, scheduling strategies and high definition television. The authors present the economic tools required to analyze the industry as they take up each new topic. This book will be of particular interest to students of the mass media, communication policy officials, communication lawyers and consultants, and media and advertising executives.
Why buy from World of Books
Our excellent value books literally don't cost the earth
As deregulation loosens government controls and fosters the television industry's competitive spirit, uncharted issues face management in such areas as cable expansion, new networks, technological progress and marketing opportunities. Bruce Owen and Steven Wildman address these emerging situations and outline strategies to assist the industry in its adjustment to a greater freedom, while still preserving its primary role as purveyors of a free flow of information. -- George L. George Back Stage Shoot Video Economics is aimed at those for whom a fundamental understanding of the economics of the video industry is essential to their success in the industry: broadcasting, communication, journalism, cinema, and business students; advertising and media executives; and public policy makers. This book draws on its authors' backgrounds as academics, government officials, and consultants. Their wide-ranging experiences significantly enrich the 'real world' content of the work...The book is commendable for the depth that it provides, [and it] also is steeped with interesting facts and insights. -- Mark Zupan Journal of Economic Literature Video Economics is an ambitious book, and overall, I rate it to be a significant contribution to the literature and a good resource for students. -- David Waterman Journal of Communication Writing as economists, the authors argue for a video marketplace that is not only competitive, but offers the greatest potential for freedom of expression and a diverse exchange of ideas. -- Alan B. Albarran Journalism Quarterly
About Bruce M. Owen
Bruce M. Owen is Morris M. Doyle Centennial Professor in Public Policy, Emeritus, at Stanford University, and Senior Fellow, Emeritus, at Stanford's Institute for Economic Policy Research. From 1981 to 2003, he was CEO of Economists Incorporated. Steven S. Wildman is Associate Professor, Department of Communication Studies, Northwestern University.
Table of Contents
* Preface 1. Introduction * Basic Economics of Broadcast Television * Players in the Industry * Regulatory Reform * The Notion of a Public Good * Summary 2. The Supply of Programming * Windowing * Competition among Producers * Foreign Markets * The Competitiveness of Program Supply * Summary 3. Traditional Models of Program Choice * Steiner Models * The Beebe Model * Pay Television * Summary 4. Modern Models of Program Choice * Demand Analysis * Welfare Analysis * The Spence-Owen Model * The Wildman-Owen Model * Multichannel Programming * New Directions in Program Choice * Summary 5. Network Economics * Network Basics * Television News * Regulation * Risk Bearing * The New Cable Networks * The Decline of the Broadcast Networks * The Future of the Broadcast Networks * Strategic Options * Summary 6. Cable Television * Cable and the FCC * New Program Services * Bundling of Transmission and Content * Natural Monopoly and Local Market Power * The Effective Competition Standard * No Case for Reregulation * Price Elasticity of Cable Demand * Competition from New Entrants * Too Few Gatekeepers? * The Issue of Access * Monopsony Power * Vertical Integration * Regulatory Policy * Local Broadcasters and Cable * Telephone Companies and Cable * Summary 7. Advanced Television * Terminology * Brief History * The Economics of Standard Setting * Television Standards * Network Externalities * Obstacles to ATV Adoption * NTSC-ATV Compatibility * The Importance of Compatibility * Adoption Scenarios * Policy Issues * Summary * Bibliography * Notes * Index
Video Economics by Bruce M. Owen
Bruce M. Owen
Used - Very Good
Harvard University Press
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.