Platform Power and Policy in Transforming Television Markets

verfasst von: Tom Evens, Karen Donders

Verlag: Springer International Publishing

Buchreihe : Palgrave Global Media Policy and Business

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

Einloggen, um Zugang zu erhalten

Über dieses Buch

This book seeks to investigate ‘platform power’ in the multi-platform era and unravels the evolution of power structures in the TV industry as a result of platformisation. Multiple TV platforms and modes of distribution are competing–not necessarily in a zero-sum game–to control the market. In the volume, the contributors work to extend established ‘platform theory’ to the TV industry, which has become increasingly organised as a platform economy. The book helps to understand how platform power arises in the industry, how it destabilises international relations, and how it is used in the global media value chain. Platform Power and Policy in Transforming Television Markets contributes to the growing field of media industry studies, and draws on scholarly work in communication, political economy and public policy whilst providing a deeper insight into the transformation of the TV industry from an economic, political and consumer level. Avoiding a merely legal analysis from a technology-driven perspective, the book provides a critical analysis of the dominant modes of power within the evolving structures of the global TV value chain.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Planet of the Platforms

Abstract

The opening chapter introduces a definition of platform and uses an elaboration of the concept power to examine platform power. It gives an introduction to media industries research and explains the benefits of this emerging field in media and communication studies. Finally, a detailed outline of the book is given while discussing the content of the various chapters and case notes.

Tom Evens, Karen Donders

Chapter 2. From Local Utility to Global Commodity

Abstract

This chapter provides an historical overview of television distribution and its shift from a local utility to a global commodity. It describes the role of cable in the early days, which extended the reach of over-the-air television and was considered to serve the public interest. It shows how cable developed into pay-television systems that directly competed with free-to-air channels. It depicts how the cable industry became gradually privatised and liberalised, with local monopolies merging into national operators and being sold to private investors. It exemplifies how distribution has lost its local character and turned into a business that is increasingly reigned by international corporations active in large parts of the world. Geographical expansion has further driven industry consolidation, resulting in the formation of a handful pan-European distribution groups. Liberty Global is presented as a case of a global cable conglomerate expanding into activities along the audiovisual value chain.

Tom Evens, Karen Donders

Chapter 3. Game of Screens

Abstract

The chapter describes the evolution of connected viewing, which represents a fundamental shift in the media ecosystem, putting pressuring on the power relationships within the contemporary television industry. It involves a massive shift in screen consumption and impacts the time and money viewers spend on television. The chapter discusses the functional equivalence of traditional and over-the-top platforms, questioning to what extent legacy and new television services are substitutes or complements. The chapter sheds light on the trends of cord cutting and cord shaving, and provides a number of factors that make local media markets more or less vulnerable to these threats. The final section focuses on the competitive responses of television incumbents to preserve their gatekeeping position and discusses some sources of structural power in the era of Internet-distributed television. A case note shows how Netflix pressures traditional media organisations to explore new capabilities that deal with algorithmic and data-driven models.

Tom Evens, Karen Donders

Chapter 4. Power to the Platforms

Abstract

This chapter aims to comprehend the distribution of power in the global television value chain. It centres on the organisation of the industry, identifies the key actors in the television industry and assesses the differing financial returns as an indication of structural power. Industrial upgrading strategies and the emergence of the content-service-distribution combination are discussed. It highlights the distribution of power in the value chain and suggests that power ultimately depends on the specific context. It emphasises the impact of policy frameworks on the governance and industry structures. The territorial structure is analysed, paying particular attention to cross-border SVOD services. Finally, the chapter elaborates on the shift from value chains to platforms; a shift that is changing the structure and the competitive dynamics of the television industry. Hulu is presented as a prime example of broadcasters working together to tackle future strategic challenges and defending their position.

Tom Evens, Karen Donders

Chapter 5. The Retransmission Swamp

Abstract

The platformisation of the television industry and the subsequent expansion of market power of such platforms has produced numerous negotiating impasses between television broadcasters and distributors. This chapter centres on this so-called retransmission swamp: Retransmission fees, which make up a substantial part of a broadcaster’s income, are on the one hand extremely diverse and vary country-by-country and on the other hand hidden behind the curtains of confidential negotiations between broadcasters and distributors. The chapter aims to lift part of the retransmission curtain by discussing the business context in which negotiating impasses are situated, the types of retransmission deals one can discern when analysing the market and related discussions about non-linear service distribution. The chapter touches upon a diversity of cases, which show a fundamentally different approach to retransmission in the United States and Europe. A case note centres on Fox Networks, which has put retransmission fees back on the industrial agenda.

Tom Evens, Karen Donders

Chapter 6. Regulating the Retransmission Swamp

Abstract

This chapter discusses traditional recipes that regulate the retransmission of television signals such as must-carry, copyright rules and price regulations. Policy revisions, amongst which the review of the SatCab Directive and pleas for the elaboration of the must-carry principle into a findability obligation upon distribution companies in a platform economy are addressed. The chapter assesses emerging policies including the legal protection of broadcasters’ signal and investment obligations on distribution companies. The focus is in the first instance on the fragmented European regulatory environment. Given the complexity and embeddedness of regulation, a perspective on more geographic areas is not possible. However, when relevant, reference is also made to the situation in the United States A case study sheds light on the legal and business issues of cloud recorders Aereo and Bhaalu, which were prohibited after infringing copyright regulations.

Tom Evens, Karen Donders

Chapter 7. Policing the Platforms

Abstract

The platformisation of the television industry has produced a further horizontal and vertical integration of the value chain. This chapter focuses on the renewed merger and acquisition (M&A) activity in (and between) television broadcasting and distribution and discusses the implications of M&A activity for competition, industrial and media policymaking. It provides an overview of recent M&A activity in television markets and discusses the impact of M&A on competition and diversity. The chapter outlines remedies and recommendations for policymakers. While some would claim policy action with regards to platforms is premature, it is argued some intervention is necessary with an eye on securing fair competition, market entry from new players and media pluralism. This call for policy intervention is even more urgent in Europe, where industries are increasingly controlled by US-owned platforms and Asian equipment vendors. The giant merger between Time Warner and AT&T is presented as a case note.

Tom Evens, Karen Donders

Chapter 8. Winner Takes All

Abstract

The concluding chapter of the book focuses on change and continuity in the television industry and claims that disruptive technology is mediated by the prevailing power structures and institutional relationships in the industry. The outcome of the on-going platform war, as part of the on-going transformation of the television industry, reflects where structural power lies in the global media economy. As this chapter aims to provide a deeper understanding of these power structures, a framework of critical sources of structural power—content, customer, cable, capital—is presented and illustrated.

Tom Evens, Karen Donders

Backmatter

Titel: Platform Power and Policy in Transforming Television Markets
verfasst von: Tom Evens
Karen Donders
Verlag: Springer International Publishing
Electronic ISBN: 978-3-319-74246-5
Print ISBN: 978-3-319-74245-8
DOI: https://doi.org/10.1007/978-3-319-74246-5