Advertisement

Fernsehen im Zeitalter von Networked Personal Video Recordern

  • Michel Clement
Wissenschaft und Praxis — Gedankenaustausch zu aktuellen Fragen Kontaktstudium
Digitale Video Recorder Interaktives Fernsehen Medien-Management Peer-to-Peer-Netzwerke 

Summary

A personal video recorder (PVR) is a video recorder with a hard drive or a PC with an integrated TV tuner card. Instead of recording the movies on an analogue tape, they record content digitally on the PVR’s hard drive. PVRs can be connected to the Internet, allowing users to (illegally) massively distribute recorded content online using for example peer-to-peer networks like KaZaA.

The PVR technology enables new services, which influence the traditional business models of broadcasters (free and pay TV). On the one hand shows containing commercials are recorded and stored digitally on a user’s hard drive, which allows easy skipping of ads. Some PVRs even automatically skip ads while playing the recording. On the other hand pay TV content is widely available for free on illegal channels like KaZaA reducing the uniqueness of pay TV offerings.

This article discusses the risks arising with increasing diffusion of PVRs. Depending on the chosen formats the risks for the business models of free and pay TV stations are presented. The article finally provides strategic implications for TV stations facing the competition of PVRs.

Keywords

Digital Video Recorder Interactive Television Media-Management Peer-to-Peer-Networks 

JEL-Classification

O33 — Technological Change: Choices and Consequences Diffusion Processes 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literaturverzeichnis

  1. Andersen/Screen International (2002), Golden opportunities for the silver screen, Report.Google Scholar
  2. Bähr-Seppelfricke, Ulrike (1999), Diffusion neuer Produkte. Der Einfluss von Produkteigenschaften.Google Scholar
  3. Bass, Frank M./ Gordon, Kent/ Ferguson, Teresa L./ Githens, Mary Lou (2001), DIRECTV: Forecasting Diffusion of a New Technology Prior to Product Launch, in: Interfaces, 31, S82–S93.CrossRefGoogle Scholar
  4. Becker, Jan Ullrich/ Clement, Michel (2003), Generation Napster: Das ökonomische Kalkül eines Anbieters von Medien-Dateien bei Filesharing-Diensten, in: Wirtschaftsinformatik, 45, 261–271.CrossRefGoogle Scholar
  5. Becker, Wolfgang/ Frey, Beatrix/ Geisler, Rainer (2001), Controlling deutscher TV-Sender — Aufgaben, Instrumente und Probleme in der Praxis, in: zfbf, 53, 531–550.Google Scholar
  6. Biddle, Peter/England, Paul/Peinado, Marcus/Willman, Bryan (2002), The Darknet and the Future of Content Distribution, Working Paper an der Stanford University.Google Scholar
  7. Brown-Kenyon, Paul I./Miles, Alan/Rose, John S. (2000), Unscrambling digital TV, in: McKinsey Quarterly, Nr. 2, 71–81.Google Scholar
  8. Clement, Michel (2000), Interaktives Fernsehen — Analyse und Prognose seiner Nutzung.Google Scholar
  9. Clement, Michel/ Becker, Jan Ullrich (1999), Digitales Fernsehen — Strategische Umbrüche bei steigendem Interaktivitätsgrad, in: zfbf, 51, 1169–1190.Google Scholar
  10. Clement, Michel/Schusser, Oliver (2004), Marketing-Strategien für die Musikindustrie im Zeitalter der Generation Napster, Working Paper an der Christian-Albrechts-Universität zu Kiel.Google Scholar
  11. Darschin, Wolfgang/Gerhard, Heinz (2004), Tendenzen im Zuschauerverhalten — Fernsehgewohnheiten und Fernsehreichweiten im Jahr 2003, in: Media Perspektiven, 2004, Nr. 4, 142–150.Google Scholar
  12. Dietl, Helmut/ Franck, Egon (2000), Free-TV, Abo-TV, Per per View-TV — Organisationsformen zur Vermarktung von Unterhaltung, in: zfbf, 52, 592–603.Google Scholar
  13. Durlacher Research (2000), Digital Local Storage — PVR’s, Home Media Servers, and the future of broadcasting, Report.Google Scholar
  14. Ferguson, Douglas A./Perse Elizabeth M. (2004), Audience satisfaction among TiVo and ReplayTV users. In: Journal of Interactive Advertising, 4, http://jiad.org/vol4/no2/Furguson.
  15. Filmförderungsanstalt (2003), Empirische Studie zur Kinofilmpiraterie — Erschreckendes Raubkopienverhalten bei Spielfilmen in Deutschland, Report, www.ffa.de.
  16. Focus (2002), Filmverleiher auf den Barrikaden, http://www.focus.de/G/GN/gn.htm?snr=107924&streamsnr=241.
  17. Forrester Research (2000), Interactive TV Enthusiasts, Report.Google Scholar
  18. Forrester Research (2001a), Interactivity Saves PREMIERE WORLD, Report.Google Scholar
  19. Forrester Research (2001b), Interactive TV Advertising: Time To Get Started, Report.Google Scholar
  20. Gedenk, Karen (2002), Verkaufsförderung.Google Scholar
  21. Gelbwaks, Jeremy (2001), Will TiVo kill Television?, www3.gsb.columbia.edu/botline/spring01/4_5/technolpoly.html.
  22. Gerhards, Maria/Klingler, Walter (2002), Programmangebote und Spartennutzung im Fernsehen 2001, in: Media Perspektiven, Nr. 11, 544–556.Google Scholar
  23. GfK (2004), Brennerstudie 2004.Google Scholar
  24. Givon, Moshe/ Mahajan, Vijay/ Muller, Eitan (1995), Software Piracy: Estimation of Lost Sales and the Impact on Software Diffusion, in: Journal of Marketing, 59, 29–37.CrossRefGoogle Scholar
  25. Graumann, Mathias (1993), Die Ökonomie von Netzprodukten, in: Zeitschrift für Betriebswirtschaft, 63, 1331–1355.Google Scholar
  26. Grover, Ronald (2004), Can Mad Ave. Make Zap-Proof Ads?, in: Business Week, February 2nd, 36–37.Google Scholar
  27. Gupta, Sachin/ Jain, Dipak C./ Sawhney, Mohanbir S. (1999), Modeling the Evolution of Markets with Indirect Network Externalities: An Application to Digital Television, in: Marketing Science, 18, 396–416.CrossRefGoogle Scholar
  28. Hess, Thomas/Anding, Markus/Schreiber, Matthias (2002), Napster in der Videobranche?, in: Schoder, Detlef/Fischbach, Kai/Teichmann, René (Hrsg.), Peer-to-Peer — Ökonomische, technologische und juristische Perspektiven, 25–40.Google Scholar
  29. Hoeren, Thomas (2002), Urheberrecht und Peer-to-Peer-Dienste, in: Schoder, Detlef/Fischbach, Kai/Teichmann, René (Hrsg.), Peer-to-Peer — Ökonomische, technologische und juristische Perspektiven, 255–294.Google Scholar
  30. Jupiter (2000), Online Entertainment, Content and Programming, Report.Google Scholar
  31. Jupiter Media Metrix (2001a), iTV Revenues, Report.Google Scholar
  32. Jupiter Media Metrix (2001b), Data Insight. Television and the Internet: A Blooming Love-Hate Relationship, Report.Google Scholar
  33. Krüger, Udo Michael (2002), Inhaltsprofile öffentlich-rechtlicher und privater Hauptprogramme im Vergleich, in: Media Perspektiven, Nr. 10, 512–530.Google Scholar
  34. Krüger, Udo Michael/Zapf-Schramm, Thomas (2002), Öffentlich rechtliches und privates Fernsehen: Typische Unterschiede bleiben bestehen, in: Media Perspektiven, Nr. 4, 178–189.Google Scholar
  35. Kwok, Sai Ho/ Lang, Karl R./ Tam, Kar Yan (2002), Peer-to-Peer Technology Business and Service Models: Risks and Opportunities, in: Electronic Markets, 12, 175–183.CrossRefGoogle Scholar
  36. Lehmann, Donald R./ Weinberg, Charles B. (2000), Sales Through Sequential Distribution Channels: An Application to Movies and Videos, in: Journal of Marketing, 64, 18–33.CrossRefGoogle Scholar
  37. Mathes, Sabine/Roßner, Stefanie (2001), Werbezeitenvermarktung bei „Big Brother“, in: Böhme-Dürr, Karin/Sudholdt, Thomas (Hrsg.), Hundert Tage Aufmerksamkeit, 267–278.Google Scholar
  38. Mayer, Michael D./ Mohn Wilhelm A./ Zabbal, Christian (2001), PCs vs. TVs, in: McKinsey Quarterly, Vol. 3, 130–141.Google Scholar
  39. Mercer Management Consulting/Hypo Vereinsbank (2002), Medienstudie 2006, Report, Berlin.Google Scholar
  40. Morgan Stanley (2002), VOD: Shifting the Prime-Time Paradigm, Report — Broadband Technology.Google Scholar
  41. Olsen, Stephanie (2002), Ads key to AOL set-top plans, in: News.com (http://news.com.com/2100-1023-912561.html).
  42. Prasad, Ashutosh/ Mahajan, Vijay/ Bronnenberg, Bart (2003), Advertising versus pay-per-view in electronic media, in: International Journal of Research in Marketing, 20, 13–30.CrossRefGoogle Scholar
  43. RIAA (2003), Music Industry Unveils New Business Strategies and Combats Piracy During 2002, http://www.riaa.org/PR_story.cfm?id=618.
  44. Rogers, E. M. (1995), Diffusion of Innovations.Google Scholar
  45. Schenker, Jennifer L. (2002), Interactive!, TIME Europe, 29.1.2002.Google Scholar
  46. Skiera, Bernd (1999), Mengenbezogene Preisdifferenzierung bei Dienstleistungen.Google Scholar
  47. Smyth, Barry/ Cotter, Paul (2000), A Personalized Television Listing Service, in: Communications of the ACM, 43, 107–111.CrossRefGoogle Scholar
  48. Spangler, William E./ Gal-Or, Mordechai/ May, Jerrold H. (2003), Using Data Mining to Profile TV Viewers, in: Communications of the ACM, 46, 67–72.CrossRefGoogle Scholar
  49. Stipp, Horst (2001), Der Konsument und die Zukunft des Interaktiven Fernsehens, in: Media Perspektiven, 7, 369–377.Google Scholar
  50. Thielmann, Bodo/ Dowling, Michael (1999), Convergence and Innovation Strategy for Service Provision in Emerging Web-TV Markets, in: International Journal on Media Management, 1, 4–9.CrossRefGoogle Scholar
  51. Turecek, Oliver/Grajczyk, Andreas/Roters, Gunnar (2003), Video- und DVD-Markt im Aufwind, in: Media Perspektiven, Nr. 2, 76–85.Google Scholar
  52. Turecek, Oliver/Grajczyk, Andreas/Roters, Gunnar (2001), Videobranche im Umbruch, in: Media Perspektiven, Nr. 5, 264–271.Google Scholar
  53. Walsh, Gianfranco/ Frenzel, Tobias/ Wiedmann, Klaus-Peter (2002), E-Commerce-relevante Verhaltensmuster als Herausforderung für das Marketing, in: Marketing ZFP, 24, 207–223.CrossRefGoogle Scholar
  54. Wirtz, Bernd W./ Schwarz, Joachim (2001), Strategic Implications of the Segment of one TV — The Evolution of the Personalized Television Structure, in: International Journal on Media Management, 3, 15–25.CrossRefGoogle Scholar
  55. Woldt, Runar (2002), Pay-TV: Marktbereinigung auf breiter Front, in: Media Perspektiven, Nr. 11, 534–543.Google Scholar
  56. Viant (2002), The Copyright Crusade II, Report (www.viant.com).
  57. Vogel, H. L. (2001), Entertainment Industry Economics.Google Scholar
  58. Zaslow, Jeffrey (2002), If TiVo Thinks You Are Gay, Here’s How to Set It Straight, in: The Wall Street Journal, 26.11.2002.Google Scholar
  59. Zeisser, Michael P. (2002), Marketing in a post-TiVo world, in: McKinsey Quarterly, Special Edition: Technology, 89–92.Google Scholar

Copyright information

© Schmalenbach-Gesellschaft.eV. 2004

Authors and Affiliations

  1. 1.Lehrstuhl für Innovation, Neue Medien und Marketing, Institut für InnovationsforschungChristian-Albrechts-Universität zu KielKielDeutschland

Personalised recommendations