Market Entry Potential and School-Economic Implications of Internet-Base TV

Market Entry Potential and School-Economic Implications of Internet-Base TV

Claudia Loebbecke (University of Cologne, Germany) and Marcia Falkenberg (University of Cologne, Germany)
Copyright: © 2004 |Pages: 19
DOI: 10.4018/978-1-59140-158-2.ch013
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Abstract

Internet-based TV alleviates the distribution channel bottleneck and shifts licensing requirements compared to traditional TV. This lowers physical entry barriers to TV markets via the Internet in various forms. The case of the German TV sector is used to analyze TV market attractiveness for new entrants. A sequential framework for assessing the market entry potential of Inter-based TV is introduced. The skills set of an Internet-based TV provider for market entry is examined. Technical and legal pre-conditions for success are reviewed, potential sources of revenue are considered. Further, the chapter highlights possible socio-economic implications in the case of successful market entry of Internet-based TV.

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