Media Companies and Their Strategies in Foreign Television Markets

Year of publication:	2004-06-01
Authors:	Rohn, Ulrike
Publisher:	Institut für Rundfunkökonomie <Köln>
Subject:	Marketingstrategie \| marketing strategy \| Medienwirtschaft \| Regionalisierung \| region

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1. Introduction
1.1. Thematic Introduction
1.2. Research Questions and Thematic Definition
1.3. Overview of Chapters
2. Media Companies as Economic Institutions Engaged in Television Business
2.1. Television as a Mass Medium
2.2. Media Companies as Economic Institutions
2.3. Television as a Transmitter of Culture
2.4. The Television Industry as an Avenue for Media Venture
2.5. Television Programming
2.6. Economic Forces Affecting Media Companies Engaged in Television
3. Strategies in Foreign Television Markets
3.1. Motives for Entering Foreign Television Markets
3.2. Entry Modes for Foreign Markets
3.3. Factors Influencing the Choice of Entry Mode
3.4. Variations of International Strategies
3.5. Factors Supporting Entry Strategies Into Foreign Television Markets
4. Strategies in Foreign Television Markets in Light of the Media Imperialism Approach
4.1. Programming Flow Studies and Dominance of U.S. Programming Suppliers
4.2. Media Imperialism Approach
4.3. Media Imperialism Approach Revisited
4.4. Cultural Proximity Through Local Adaptation
5. The Top Six Media Companies and their Strategies in Foreign Television Markets
5.1. The Top Six Media Companies and their Statements Regarding Their International Operations
5.2. Time Warner
5.3. Walt Disney Company
5.4. Viacom
5.5. Vivendi Universal
5.6. Bertelsmann
5.7. News Corporation
5.8. Comparative Conclusion
6. Conclusion
6.1. Summary
6.2. Discussion

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