No 3: Media Concentration in the European Market. New Trends and Challenges

Alfonso Sánchez-Tabernero y Miguel Carvajal. 2002.

The last years of the twentieth century have been witness to three moments of far-reaching consequences and great symbolic significance: in the political arena, the fall of the Berlin Wall spelt the end of the division of the world into two antagonistic blocs; in technology, the development of the Internet meant that information could be transmitted and interpersonal communication could be conducted instantaneously and cheaply between people of different countries and continents; and, from the economic viewpoint, the birth of the World Trade Organization heralded the arrival of a globalised world, with increasingly fewer economic barriers.

The communication industry has been no stranger to that phenomenon, characterised by the creation of greater links between people who are not geographically close and by the competition of corporations in a global marketplace.

The globalisation phenomenon has re-opened the debate on the concentration of media companies. Today new challenges and voices of alarm have been raised, fuelled by irrefutable figures as well as groundless fears.

This research looks into the main trends in media concentration. The most relevant statistics on the media industry in Europe are shown. First, a comparison is made between current statistics and those of 1990; then the main growth strategies of media companies in the last decade are described. Finally, the book presents some recommendations both for policy makers and media managers.

Table of contents

1. Concepts

1.1. Main Hypotheses in Recent Research

1.2. Industrial Concentration and Market Concentration

1.3. The “Control” of Companies

1.4. Notion of “Relevant Market”

1.5. Typology of Communications Groups

2. Trends in the European Market

2.1. The Print Media

2.2. Television Companies

2.3. Radio Groups

2.4. Internet, Entertainment and Advertising

3. Strategies

3.1. The Risks of Growth

3.2. Advantages of Growth Strategies

3.3. Vertical and Horizontal Integration

3.4. Multimedia and International Diversification

3.5. The Versatile Organisation

4. Legal Framework

4.1. Historical Perspective

4.2. The Legal Framework of the European Union

4.3. Regulation in the Member States

4.4. Other Measures for the Promotion of Pluralism

5. Conclusions and Recommendations

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: