TC 100 session 3 - TC 100 session 17:20 Session 3 • Media...

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Unformatted text preview: TC 100 session 17:20 Session 3 1/25/11 • Media Economics Monopoly • 1 company controls> 80% of market o Pro-Control o Con- left on your own if it fails • Cost saving b/c initial cost are spread over more consumers • Effective monopoly o Price gouging and slashing o May use size to take over other markets Overcome “barriers to entry” o Media: reduced diversity (this becomes a gatekeeper) Duopoly • 2 companies control>80% of market o EX: Netflix and Blockbuster online Oligopoly • A few companies control> 80% of the market (still limited) o EX: Internet search engine Pure Competition (open/ Free Market) • Multiple competitors; no clear market control o EX; computer repair • Trending opolies “the big 5 o The warner o Disney o Murdoch’s new corporation o Bertelsmann of Germany o Viacom (formerly cbs o General electric’s nbc is a close sixth Consumers benefit when… • Competition is high o Cingular, T-mobile, Verizon, sprint o Cable vs. sat o Blockbuster, Hollywood Video, Netflix What will convergence do to competition? • Ex; cble provider also internet provider? Marketing to segments • ‘before the proliferation of cable; to tv rating 50% • after the explosion of channles: top TV rating 20% • • Why a smaller audience? o Targeted • Narrowcasting: target smaller audiences with more specific content New media Economics • From segment > personalization (you and you interest) • Very low production and distribution cost, lower entry cost, low search cost • Disintermediation- (using computer instead of people to connect) • Consumer input determins final form of medi product (leggos) o User generated: youtube, facebook, blog Making mula • Cost o Fixed- “first copy” actors, crew, catering, special effects, wardrobe, gaffers, marketing ETC. (usually the most expensive) o Marginal- intermental cost of each additional copy” Rell of film Profit- • Economy of scale o Mass o Production/ distribution Standardize of products Automation History’s Bait & Switch Pre-info society (don’t speak) • Cave drawings o Stone and clay tablets • Papyrus • Books (had-written) Literacy was not common, reserved for wealth • Dawn of info age o Wooden printing press( China, 300AD) o Movable type Clay Metal (Gutenberg, 1450) not the first but revolutionized printing making it faster and mastered books at multiple copies Still in an illiterate society Popularization of media • Content o Dime novel- fiction stories made for leisure readings usually cheap...
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TC 100 session 3 - TC 100 session 17:20 Session 3 • Media...

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