New digital technologies are deeply changing all media industries. The Italian broadcast- ing industry is based on 3 business models: the public business model (Rai) in which citizens pay a fixed tax every year; the free-to-air business models (Mediaset) in which firms are fi- nanced only with advertising; the pay-tv model (Sky) in which subscribers pay a monthly fee. Even if we are very far from a long run equilibrium in the industry, in these last 8 year we assisted at a large increase in the number of channels due to both the introduction of digital terrestrial television and to a large development of pay-tv. The large increase in the volume of advertising deeply affected the average price per minute of advertising of all major channels of public and free-to-air broadcasting networks. As second step, the decrease in price decreased revenues from advertising. This process is amplified by the fact that television industry con be studied as a two-sided market that shows strong externalities between the two sides: consum- ers (viewers) on one side and firms investing in advertising on the other. The more revenues from advertising decrease, the more the quality and the contents of information transmitted can decrease and therefore also viewers will decrease. Therefore, the free-to-air business model of television seems to suffer more then the other two business models of this situation. In the future, will free-to-air television be still sustainable and of the same quality as it was in the past?

L'avvento delle tecnologie digitali sta certamente cambiando tutte le industrie dei media in modo estremamente profondo. Il settore televisivo italiano nell'ultimo decennio si è basato su 3 modelli di business: quello della tv pubblica (Rai), quello della tv commerciale (Mediaset) e quello della Pay tv (Sky). Pur essendo molto lontani da un assetto definitivo, l'aumento del numero di canali (satellitari e digitali terrestri) sta aumentando le quantità di pubblicità programmate delle imprese televisive e riducendo i prezzi degli spazi pubblicitari. Se contiamo che i due "versanti" del two-sided market televisivo hanno rilevanti esternalità tra la dimensione dell'audience e gli introiti pubblicitari stiamo assistendo ad un effetto negativo in cui la diminuzione del prezzo medio delle inserzione riduce le entrate pubblicitarie che a loro volta riducono (probabilmente) anche la qualità della programmazione. Anche alla luce dei prossimi ulteriori allargamenti degli operatori televisivi, come la concorrenza del web e di altri operatori come Netflix, questo circolo vizioso attivato dalla diminuzione dei prezzi delle inserzioni potrebbe rendere meno sostenibile in futuro il modello di business della televisione commerciale.

L'evoluzione dei modelli di business nella televisione italiana, 2015.

L'evoluzione dei modelli di business nella televisione italiana

BARBARITO, LUCA;
2015-01-01

Abstract

New digital technologies are deeply changing all media industries. The Italian broadcast- ing industry is based on 3 business models: the public business model (Rai) in which citizens pay a fixed tax every year; the free-to-air business models (Mediaset) in which firms are fi- nanced only with advertising; the pay-tv model (Sky) in which subscribers pay a monthly fee. Even if we are very far from a long run equilibrium in the industry, in these last 8 year we assisted at a large increase in the number of channels due to both the introduction of digital terrestrial television and to a large development of pay-tv. The large increase in the volume of advertising deeply affected the average price per minute of advertising of all major channels of public and free-to-air broadcasting networks. As second step, the decrease in price decreased revenues from advertising. This process is amplified by the fact that television industry con be studied as a two-sided market that shows strong externalities between the two sides: consum- ers (viewers) on one side and firms investing in advertising on the other. The more revenues from advertising decrease, the more the quality and the contents of information transmitted can decrease and therefore also viewers will decrease. Therefore, the free-to-air business model of television seems to suffer more then the other two business models of this situation. In the future, will free-to-air television be still sustainable and of the same quality as it was in the past?
Italiano
2015
15-ott-2015
Il Mulino
36
3
455
471
16
Italy
nazionale
esperti anonimi
senza ISI Impact Factor
A stampa
Settore SECS-P/06 - Economia Applicata
EconLit, RePEc, International Bibliography of the Social Sciences (IBSS), Articoli italiani di periodici accademici (AIDA), JournalSeek, Essper, Catalogo italiano dei periodici (ACNP), Google Scholar; è una rivista accreditata AIDEA.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/14250
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