Students shall compose their own reading list of 800-1000 pages from the suggested literature below. The reading list must be approved before the home exam. Dates and procedures for this will be announced when term starts.
1. LECTURE: 7. FEBRUARY 1015-1200 INTRODUCTION/ADVERTISING AND THE MEDIA ECONOMY (GD)
Why does advertising take place? What factors influence the amount of advertising activity in an economy? Why do levels of advertising activity vary from one country to another, and over time? Is advertising a beneficial or a harmful economic force?
Reading:
•Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chaps 1 & 3. (library + shop)
• Reekie, Duncan W (1981), The Economics of Advertising, MacMillan. (library)
• Schmalensee, Richard (1972), Economics of Advertising, North-Holland. (library)
• Philip Napoli (2001), ‘The Audience Product and the New Media Environment: Implications for the Economics of Media Industries’, International Journal on Media Management, 3 (2), 66-73. (red box)
• http://www.Adassoc.org.uk/
2. LECTURE: 7. FEBRUARY 1415-1600 TELEVISION (GD)
What are the main economic characteristics of broadcasting? How have the economics of television broadcasting been altered by recent technological developments? What difference does the arrival of direct payments and additional avenues for distribution make? What are the implications of these changes for publicly funded television? What is meant by ‘market failures’ in broadcasting? In what ways may television broadcasters' strategies of networking, horizontal expansion and vertical integration (e.g. joint ownership of production and broadcasting) be encouraged by the availability of economies of scale or other economic advantages? How do US programme-makers benefit from strategies of 'deficit-funding?' What is 'windowing' and why is this an important concept in the economics of content supply?
Reading:
• Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chaps 4 & 5. (library + shop)
• Booth, David and Doyle, Gillian (1997), UK TV warms up for the biggest game yet: Pay-Per-View, Media, Culture & Society, 19 (2): 277-284 (library, electronic)
• Graham, Andrew, (1999) Broadcasting Policy in the Multimedia Age, in Graham et al (eds), Public Purposes and Broadcasting: Funding the BBC, Luton: University of Luton (library)
• Nicholas Garnham and Gareth Locksley (1991), 'The Economics of Broadcasting' in Jay G. Blumler and T.J. Nossiter (editors), Broadcasting Finance in Transition : A Comparative Handbook, New York; Oxford : Oxford University Press, 8-22. (library + shop)
• Brown, Allan & Picard, Robert (2005), Digital Terrestrial Television in Europe, Mahwah, NJ: Lawrence Erlbaum Associates (library + shop)
• Owen, Bruce & Wildman, Steve (1992), Video Economics, Harvard Univ Press: Chaps 1, 2, 5. (library + shop)
• Ferguson, Douglas (2004), ‘The Broadcast Television Networks’, in A. Alexander, J. Owers, R. Carveth, A. Hollifield and A. Greco (eds), Media Economics: Theory and Practice (3rd ed), Mahwah, NJ: Lawrence Erlbaum Associates, 149-172. (library + shop)
• Davies (1999) Review of Future Funding of BBC, Annex 8 Market failure
Material from lecture
3. LECTURE: 8. FEBRUARY 1015-1200 BROADCASTING AND INTERNATIONAL TRADE; FILM (GD)
Why has international trade in television programmes increased since the early 1990s? Why is it that international trade is dominated by US suppliers? What has been the response of European Union policy-makers? Can compulsory programming quotas work? What are the economic arguments for and against protectionism? Why is the Hollywood film industry so successful? What are the main problems holding back the development of indigenous film production industries in other especially smaller countries?
Reading:
• Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chap 5 & 7. (library + shop)
• Hoskins, Colin, McFadyen, Stuart & Finn, Adam (2004), Media Economics: Applying Economics to New and Traditional Media, Sage: Chap 14. (library + shop)
• Hoskins, Colin, McFadyen, Stuart & Finn, Adam (1997), Global Television and Film: An Introduction to the Economics of the Business, Oxford University Press, Chap 5 & 7. (library + shop)
• Middleton, Peter [Chair] (1996), Report of the Advisory Committee on Film Finance, London: DNH extracts
• De Vany, Arthur (2004), Hollywood economics : how extreme uncertainty shapes the film industry, London: Routledge. (libary + shop)
• Steemers, Jeanette (2004) Process and Product - the Global Trade in Television Programmes, in Selling Televisison. BFI (red box)
• www.bfi.org.uk
4. LECTURE: 8. FEBRUARY 1415-1600 PRINT MEDIA (GD)
How have the economics of newspaper publishing altered in recent decades? What are the main competitive tools available to managers in the newspaper industry? What factors are involved in determining a newspaper's optimal pricing strategy? What factors have encouraged the success of transnational magazine publishing in Europe? What, if any, lessons are available for other sectors of the media?
Reading:
• Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chap 7. (library + shop)
• Piet Bakker (2002), ‘Free Daily Newspapers – Business Models and Strategies’, International Journal on Media Management, 4 (3), 180-87 (red box)
• McKay, Jenny (ed) (2000/2004), The Magazines Handbook, Routledge, (Chs 15,16). (shop + library)
• Hafstrand, H (1995), ‘Consumer Magazines in Transition: A study of approaches to internationalisation’, H. Hafstrand, Journal of Media Economics, 8 (1): 1-12. (red box)
• Periodical Publishers Association's website: http://www.ppa.co.uk/
Material from lecture
5. LECTURE 10. FEBRUARY 1015-1200 EXPANSION, DIVERSIFICATION AND CONCENTRATION (GD)
Which factors encourage strategies of horizontal and diagonal expansion in the media? What does vertical expansion mean and what advantages or benefits are associated with this strategy? Why is it that strategies of vertical, horizontal and diagonal ownership so prevalent in the media? What are the main economic advantages and possible disadvantages of concentrated media and cross-media ownership? What are dangers are associated with monopoly and excessive market power and why is competition seen as a pre-requisite to economic efficiency?
Reading:
• Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chap 2. (library + shop)
• Sanchez-Tabernero, Alfonso and Carvajal, Miguel (2002), ‘ Strategies’ (Chap 3), in Media Concentrations in the European Market, New Trends and Challenges, Media Markets Monograph, Pamplona, Spain: Servicio de Publiciones de la Universidad de Navarra, 82-112. (red box)
• Albarran, Alan and Dimmick, John (1996), ‘Concentrations and Economies of Multiformity in the Communication Industries’, Journal of Media Economics, 9 (4), 41-50 (red box)
• Picard, Robert (1998), ‘The Rise and Fall of Communications Empires’, Journal of Media Economics, 9 (4), 23-40 (red box)
• Kolo, Castulus and Vogt, Patrick (2003), ‘Strategies for Growth in the Media and Communication Industry: Does Size Really Matter?’ International Journal on Media Management, 5 (4), 251-61 (red box)
Material from lecture
6. LECTURE 10. MARCH 1015-1200 WEB AND MOBILE MEDIA (TAS)
What’s new about new media? What are the implications of a network economy? What challenges do web and mobile services providers face? And which strategies do they choose? How may we expect the market structures to develop?
Readings:
• Doyle, Gillian (2002) Understanding media economics, London: Sage. (Chapter 8) (library + shop)
• Shapiro, Carl and Hal R Varian (1999) Information Rules. A Strategic guide to the Network Economy, Boston: Harvard Business School Press. (Chapters 1, 2, 4, 5 and 8) (library + shop)
7. LECTURE 17. MARCH 1015-1200 DIGITAL TELEVISION AND TELECOM (TAS)
What does digitalization mean for the future of television? Which implications may this have for public and private television? Which changes has the telecom sector gone through the last decades? What are current challenges for the telcos and in telecom markets?
Readings:
• Brown, Allen and Robert G Picard (eds) Digital Terrestrial Television in Europe, London: Lawrence Erlbaum Associates Publishers. (Chapters 3, 4 and 7). (library + shop)
• Storsul, Tanja and Vilde Schanke Sundet (2005) ”Digital terrestrial television in Scandinavia” in Fausto Colombo’s book will be published fall 2005. (red box)
• Syvertsen, Trine (2005) ”Television and multi-platform media hybrids. Corporate strategies and regulatory dilemmas” paper presented at Nordic Media Conference, Aalborg August 2005. (red box)
• Shapiro, Carl and Hal R Varian (1999) Information Rules. A Strategic guide to the Network Economy, Boston: Harvard Business School Press. (Chapter 7) (library + shop)
• Tanja Storsul (forthcoming) ”Telecom liberalization. Distributive challenges and national differences” in Peter Ludes (ed) Converence and Fragmentation, Bristol: Intellect. under publication. (red box)
• Skogerbø, Eli and Tanja Storsul (2003) Telesektoren i endring. Mål, midler og marked, Oslo: Unipub. (Chapters 3 and 4) web