Understanding Media Economics`This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate' - Paul MacDonald, Roehampton Institute Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media. The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy. Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication. |
Contents
Chapter 1 Introduction to Media Economics | 1 |
Chapter 2 Corporate Strategies | 17 |
Chapter 3 Economics of Advertising | 39 |
Chapter 4 Television Broadcasting | 59 |
Chapter 5 Television Production | 79 |
Chapter 6 The International Film Industry | 101 |
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Common terms and phrases
activities advantage Advertising Association advertising expenditure audiences audiovisual behaviour box-office brands BSkyB budget cent cinema circulation competition consumer surplus consumers created demand digital technology distribution distributors domestic dominant economies of scale efficiency gains Europe European example expansion exploit feature films film production firm’s growth Hollywood important income increased interactive Internet investment involved levels Lipsey and Chrystal magazine publishing major marginal costs market failure market power market share market structure maximize media content media economics media firms media industry media markets media products monopoly Napster networks newspaper industry newspaper publishing newspaper titles oligopolistic oligopoly operate perfect competition pop music potential production costs profits programme-makers record companies revenues rivals scope segments strategies suppliers television broadcasting television channels television content television producers television production television programmes tend vertical supply chain vertically integrated viewers