Description - Video Economics by Bruce M. Owen
"Video Economics" is an analysis of the economics and business strategies of the televison industry. Bruce Owen and Steven Wildman identify the complex chain of programme producers, distributors (networks), and retailers (video stores, cable systems, and broadcast stations), whose objectives are to obtain viewers in order to sell them to advertisers, to charge them an admission fee, or both. Among the concepts the authors explain and apply are those of public good, economies of scale, and price discrimination. Since about 1975 the US television industry has been transformed from a heavily regulated business to a highly competitive one, with new networks, technologies, and markets. "Video Economics" addresses the major issues affecting competitive advantage in the industry, including sequential programme release strategies known as windowing, competition among programme producers, the economics of networking, cable televison, scheduling strategies and high definition television. The authors present the economic tools required to analyze the industry as they take up each new topic.
This book will be of particular interest to students of the mass media, communication policy officials, communication lawyers and consultants, and media and advertising executives.
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(235mm x 155mm x 22mm)
Harvard University Press
Publisher: Harvard University Press
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Book Reviews - Video Economics by Bruce M. Owen
Author Biography - Bruce M. Owen
Bruce M. Owen is the president of Economists Incoporated, Washington, D.C. Steven S. Wildman is Associate Professor, Department of Communication Studies, Northwestern University.