Top

Published in:

2013 | OriginalPaper | Chapter

Platform Leadership in Online Broadcasting Markets

Author : Tom Evens

Published in: Handbook of Social Media Management

Publisher: Springer Berlin Heidelberg

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

One of the most prominent changes in today’s industry is the far-reaching integration between traditional broadcast content with broadband delivery platforms. Over-the-top television (OTT) services allow companies to go directly to consumers, bypassing traditional network gatekeepers and access providers. Additionally, the intermediary role broadcasters used to fulfill is pressured by content owners’ opportunity to directly target consumers. One of the major strategic issues currently at stake in broadcasting is either the risk of losing or the opportunity of establishing a direct customer relationship, which is essential in developing audience intelligence and building relationships of trust and loyalty. In this context, social media outlets provide companies with popular and often freely available instruments to engage with audiences, and are regarded extremely valuable information gateways for marketers and product developers. The chapter explores how television companies position themselves favourably in the OTT value network and discusses the key resources for achieving platform leadership.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Online Radio: A Social Media Business?

next chapter Ad Addressability and Personalized Content in IPTV Markets

One of the topical questions, however, is whether and to what extent consumers capture value from their involvement in the product development process. Increasingly, co-creation is regarded as exploitation of unpaid labour and creativity. Through these processes of user involvement, consumers are said to relieve manufacturers from performing activities along the value chain and reduce development costs not only for the time and effort, but also for deploying skills and knowledge (e.g. Cohen 2008; Ritzer and Jurgenson 2010).

One could argue here that the Internet provides more of the same and that the emergence of OTT models is only increasing the physical accessibility of existing content instead of bringing more diversity in terms of new and original content. Regardless of this discussion, OTT services may widen consumers’ freedom, especially in terms of time- and place-shifting.

Anderson, B., Burnett, S., & Dao, W. (2011). The road to customer intimacy. Leveraging investments in customer insight to maximize returns. New York: IBM Corporation.

Ballon, P. (2007). Business modelling revisited: The configuration of control and value. Info: The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media, 9(5), 6–19.CrossRef

Ballon, P., & Van Heesvelde, E. (2011). ICT platforms and regulatory concerns in Europe. Telecommunications Policy, 35(8), 702–714.CrossRef

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.CrossRef

Barney, J. (1997). Gaining and sustaining competitive advantage. Reading: Addison-Wesley.

Chalaby, J. K., & Segell, G. (1999). The broadcasting media in the age of risk: The advent of digital television. New Media & Society, 1(3), 351–368.CrossRef

Chan-Olmsted, S. M., & Kang, J.-W. (2003). Theorizing the strategic architecture of a broadband television industry. Journal of Media Economics, 16(1), 3–21.CrossRef

Chesbrough, H. W. (2003). Open innovation: The new imperative for creating and profiting from technology. Boston: Harvard Business School Press.

Christophers, B. (2008). Television’s power relations in the transition to digital: The case of the United Kingdom. Television & New Media, 9(3), 239–257.CrossRef

Cohen, N. S. (2008). The valorization of surveillance: Towards a political economy of Facebook. Democratic Communiqué, 22(1), 5–22.

Cowie, C., & Marsden, C. T. (1999). Convergence: Navigating bottlenecks in digital pay-tv. Info: The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media, 1(1), 53–67.

De Boever, J., & De Grooff, D. (2010). Peer-to-peer content distribution and over-the-top TV: An Analysis of value networks. In X. Shen, H. Yu, J. Buford, & M. Akon (Eds.), Handbook of peer-to-peer networking (pp. 961–983). Berlin: Springer.CrossRef

Garnham, N. (1987). Concepts of culture - public policy and the cultural industries. Cultural Studies, 1(1), 23–37.CrossRef

Gawer, A., & Cusumano, M. A. (2008). How companies become platform leaders. MIT Sloan Management Review, 49(2), 28–35.

Goggin, G., & Spurgeon, C. (2007). Premium rate culture: The new business of mobile interactivity. New Media & Society, 9(5), 753–770.CrossRef

Katz, M. L. (2004). Industry structure and competition absent distribution bottlenecks. In E. Noam, J. Groebel, & D. Gerbarg (Eds.), Internet Television (pp. 31–60). Mahwah: Lawrence Erlbaum Associates.

Kelly, K. (1998). New rules for the new economy. New York: Penguin.

Kim, P. (2009). Internet protocol TV in perspective: A matrix of continuity and innovation. Television & New Media, 10(6), 536–545.CrossRef

Koppenjan, J., & Groenewegen, J. (2005). Institutional design for complex technological systems. International Journal of Technology, Policy and Management, 5(3), 240–257.CrossRef

Küng, L. (2008). Strategic management in the media: Theory to practice. Thousand Oakes: Sage.

Küng, L., Kröll, A.-M., Ripken, B., & Walker, M. (1999). Impact of the digital revolution on the media and communications industries. Javnost—the Public, 6(3), 29–48.

Liu, F., & Chan-Olmsted, S. (2003). Partnerships between the old and the new: Examining the strategic alliances between broadcast television networks and internet firms in the context of convergence. International Journal on Media Management, 5(1), 47–56.CrossRef

Liu, K., Gill, A., & Berendt, A. (2008). IPTV: The entertainment game has changed. IEEE Communications Magazine, 46(8), 88–89.CrossRef

Lotz, A. D. (2007). The television will be revolutionized. New York: New York University Press.

Mansell, R. (1997). Strategies for maintaining market power in the face of rapidly changing technologies. Journal of Economic Issues, 31(4), 969–989.

Mansell, R. (1999). New media competition and access. The scarcity-abundance dialectic. New Media & Society, 1(2), 155–182.CrossRef

Marsden, C. (2007). Net neutrality and consumer access to content. Script-ed, 4(4), 407–435.CrossRef

Meadows, J. (2010). Broadcast and cable on the third screen: Moving television content to mobile devices. In J. A. Hendricks (Ed.), The twenty-first century media industry. Economic and managerial implications in the age of new media (pp. 173–189). Lanham: Lexington Books.

Nicita, A., & Rossi, M. A. (2008). Access to audio-visual contents, exclusivity and anticommons in new media markets. Communications and Strategies, 71(3), 79–101.

Normann, R., & Ramírez, R. (1993). From value chain to value constellation: Designing interactive strategy. Harvard Business Review, 71(7–8), 65–77.

Picard, R. (2011). The economics and financing of media companies. New York: Fordham University Press.

Poel, M., & Hawkins, R. (2001). The evolution of access bottlenecks in Europe: Re-locating the regulatory issues. Communications and Strategies, 44(4), 71–101.

Porter, M. (1985). Competitive advantage. Creating and sustaining superior performance. New York: The Free Press.

Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School Press.

Rangone, A., & Turconi, A. (2003). The television (r)evolution within the multimedia convergence: A strategic reference framework. Management Decision, 41(1), 48–71.CrossRef

Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital ‘prosumer’. Journal of Consumer Culture, 10(1), 13–36.CrossRef

Rowe, W. G., & Barnes, J. G. (1998). Relationship marketing and sustained competitive advantage. Journal of Market-Focused Management, 2(3), 281–297.CrossRef

Schumpeter, J. (1942). Capitalism, socialism and democracy. New York: Harper.

Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: On chains, shops, and networks. Strategic Management Journal, 19(5), 413–437.CrossRef

Teece, D. J. (1986). Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy. Research Policy, 15(6), 285–305.CrossRef

Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71(1), 84–93.

Venturini, F. (2011). The race to dominate the future of TV. New York: Accenture.

Wasko, J., Murdock, G., & Sousa, H. (2011). Introduction: The political economy of communications. Core concerns and issues. In J. Wasko, G. Murdock, & H. Sousa (Eds.), The handbook of political economy of communications (pp. 1–10). West Sussex: Blackwell.CrossRef

Willams, R. (2003). Television: Technology and cultural form. New York: Routledge.

Winston, B. (1998). Media technology and society. A history: From the telegraph to the Internet. London: Routledge.

Wirtz, B. W. (1999). Convergence processes, value constellations and integration strategies in the multimedia business. International Journal on Media Management, 1(1), 14–22.CrossRef

Title: Platform Leadership in Online Broadcasting Markets
Author: Tom Evens
Publisher: Springer Berlin Heidelberg
Book: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright Year: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_28