20.500.12556/RUL-74464
CME and broadcasting in the former communist countries
CME in televizija v nekdanjih komunističnih državah
Razvoj komercialne televizije v nekdanjih komunističnih državah je bil tesno povezan z dejavnostjo Central European Media Enterprises (CME), še zlasti z uspešno češko televizijsko postajo TV Nova. Članek proučuje splošno strategijo CME in razkriva, da so uspehi CME temeljili bolj na političnih zavezništvih kot pa na razumevanju televizijskega podjetništva. Bolj kot se je razvijal trg, bolj je postajala očitna šibkost podjetniškega modela. Neuspešno prizadevanje za licence na Poljskem in Madžarskem in propadli poskusi vstopa na oba nacionalna trga so zmanjšali možnost komercialnega uspeha. Cena delnic je začela padati, izgube v poslovanju so naraščale in v začetku leta je bilo podjetje povsem odvisno od radodarnosti bogatega lastnika Ronalda Lauderja. Odločiti se je bilo treba med bankrotom ali prevzemom. Končno se je za prevzem CME odločila ameriška radiodifuzna družba SBS, ki deluje na perifernih vzhodnoevropskih trgih. Ta razvoj kaže, da je radiodifuzija v srednji in vzhodni Evropi odvisna predvsem od "političnega kapitala". Za uspešen vstop na trg so politične zveze odločilnega pomena. Brez njih si ni mogoče zagotoviti kompetitivnega položaja. Po drugi strani pa se komercialno oddajanje sooča z majhnim oglaševalskim trgom in ostro konkurenco. Tako kot v zahodnem kapitalizmu morajo družbe, ki ne vzdržijo konkurence, propasti. CME je bil žrtev logike, ki jo je sam vpeljal v ta del Evrope.
Development of commercial television in the former communist countries was closely associated with the activities of Central European Media Enterprises (CME) and particularly its successful Czech station, TV Nova. This article looks at the overall strategy of CME, and shows that while it had some important successes, its primary strength was its political connections rather than its grasp of the television business. As the market developed, so its weak business model became more and more apparent. Its failure to win national licenses in Poland and Hungary, and the failure of its attempts to force an entry into those markets, meant that its prospects for commercial success were very small indeed. Its share price collapsed, its operating losses mounted, and by early 1999 it was entirely dependent upon the bounty of its rich founder, Ronald Lauder. It faced a choice of collapse or take-over.In the event, it was taken over by SBS, a US-owned niche broadcaster active in peripheral western European markets. The overall lesson of this experience is that broadcasting in central and eastern European countries depends on "political capital." In order successfully to enter the market, political connections are essential. Where these are absent, it is very difficult to develop a competitive position. On the other hand, once a company is broadcasting commercially, then the small size of the advertising market means that there is a bitter competitive struggle. Just as in western capitalism, those who cannot survive the competition are forced out of the business. CME was a casualty of the very logic that it introduced to the region.
Srednja Evropa
tranzicija
množični mediji
privatni sektor
komercialna televizija
poslovanje
ekonomski rezultati
Central Europe
transition
mass media
private sector
commercial television
business
economic results
true
false
false
Angleški jezik
Neznan jezik
Delo ni kategorizirano
2015-12-21 16:04:10
2015-12-21 16:04:11
2022-07-22 03:46:52
0000-00-00 00:00:00
1999
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0
Str. 25-46
no. 2
Vol. 6
1999
0000-00-00
NiDoloceno
NiDoloceno
NiDoloceno
0000-00-00
0000-00-00
0000-00-00
659.3/.4
1318-3222
19250525
40119808
http://www.dlib.si/details/URN:NBN:SI:DOC-4C301F3E
1
https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=74506
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