Still Watching Other People’s Programmes?: The Case of Current TV

Still Watching Other People’s Programmes?: The Case of Current TV

Theodoulos Theodoulou (Newcastle University, UK) and Savvas Papagiannidis (Newcastle University, UK)
DOI: 10.4018/978-1-60960-132-4.ch019
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In this paper, the authors adapt a value chain analysis framework used in the music industry and apply it to the television industry, in order to probe the television value creation and distribution mechanisms and examine how they were affected by technology. More specifically, they examine how viewers can effectively become producers by repositioning themselves in the value chain and the implications of such a shift. Their discussion takes place in the context of a case study, that of Current TV, in order to illustrate in practice the opportunities and implications for the content producers, the broadcasters, and the viewers themselves.
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Business Models And Value Chains: From Audio To Video

Many definitions of business models exist (Applegate, 2001; Mansfield and Fourie, 2004; Osterwalder and Pigneur, 2002; Rappa, 2006; Timmers, 1998; Yip, 2004). For this study we will be adopting the one by Afuah and Tucci (2003), who define a business model as the method by which a firm builds and uses its resources to offer its customers better value than its competitors and to make money doing so. This is a generic definition that emphasises value creation and profit extraction.

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