Working papers, Department of Economics, WU (Wirtschaftsuniversität Wien)
Positioning Public Service Broadcasting in a Competitive TV Market: Small Country Programming Strategies based on a Wide-Reach Genre
() and Andrea Grisold
Abstract: This article explores how a public service broadcasting
company, namely ORF in Austria, has dealt with the challenges created by
the dual system. An investigation of market requirements, public
programming mandate, cost structure and financing needs reveals how
economic and political constraints are interrelated. To illustrate this
phenomenon, we focus on programming, specifically on the highly successful
genre of popular folksy music (‘Volkstümliche Musik’). Opinions of
decision-makers responsible for programming strategies at the Austrian PSB
company are linked with a detailed empirical analysis of one prosperous
production within that genre. This enables us to draw a number of
conclusions on the strategies pursued by public service broadcasting
companies to master the changed market conditions and draw attention to so
far unattended topics.
JEL-Codes: H44; L32; L43; L82; M21; (follow links to similar papers)
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