Chapter 13: Market Entry Potential and Social-Economic Implications of Internet-Based TV

Claudia Loebbecke
University of Cologne, Germany

Marcia Falkenberg
University of Cologne, Germany

Copyright 2004, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited.

Abstract

Internet-based TV alleviates the distribution channel bottleneck and shifts licensing requirements compared to traditional TV. This lowers physical entry barriers to TV markets via the Internet in various forms. The case of the German TV sector is used to analyze TV market attractiveness for new entrants. A sequential framework for assessing the market entry potential of Inter-based TV is introduced. The skills set of an Internet-based TV provider for market entry is examined. Technical and legal pre-conditions for success are reviewed, potential sources of revenue are considered. Further, the chapter highlights possible socio-economic implications in the case of successful market entry of Internet-based TV.