Visual Media: TV Segment Attracting Newcomers from Related Sectors

Posted: 5 Sep 2015

See all articles by Stefan Heng

Stefan Heng

Baden-Wuerttemberg Cooperative State University

Date Written: September 4, 2013


Digital technology and convergence are changing the media market. On the one hand, potential opportunities are opening up for both long-standing players and the associated retailers as well as for the skilled technicians, who are positioning themselves in the market with ancillary services. On the other, the competitive intensity will also increase as a result of companies from other sectors now entering the media market.

Television making greater use of personalised, mobile and interactive elements. Intelligent search functions that factor in both personal media usage habits as well as information from social networks provide viewers with a virtually limitless range of services. This is intended to ensure that viewers continue to enjoy ease of use and to make the services more appealing.

Viewers are supposed to regard advertising as welcome. Using new interactive components advertising is to be developed in such a way that increasing benefits accrue not only to advertisers and broadcasters but also to viewers. The objective is to provide situation-dependent information that precisely corresponds with the interests of the viewer at that particular moment.

Keywords: Media, TV, digitalization, service, hardware, broadcast, innovation, ICT

JEL Classification: L63, L82, L84, O32, O34

Suggested Citation

Heng, Stefan, Visual Media: TV Segment Attracting Newcomers from Related Sectors (September 4, 2013). Available at SSRN:

Stefan Heng (Contact Author)

Baden-Wuerttemberg Cooperative State University ( email )

Coblitzallee 1-9
Mannheim, Baden-Wuerttemberg 68163
+49 621 4105 1183 (Phone)
+49 621 4105 1245 (Fax)


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