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Television in transition - new players and new business models in the global television market

In this talk Professor Mikos will present a study on how new players in the television industry such as Netflix, Amazon Prime, Apple and others are changing the global television landscape and production culture.

Television was ever and is a medium in transition. Digitalization has massively changed the television landscape. Therefore some scholars speak of a disruption of the TV industry (Lotz 2017).  Last but not least the immense increase in the number of produced TV drama series is based on the fact, that new players have entered the content market. Beside networks and public service broadcasters these new players such as device manufacturers (Apple, Arri, Samsung), telecommunication companies (Vodafone, Sonera, Telenor), streaming services as content aggregators (Netflix, Amazon Prime Video, HBONow, Hulu, Viaplay), and consumer goods companies (Lexus, Red Bull) are commissioning television content. They have different business models and different revenue streams. Some of the companies work on a global scale whereas others operate on regional or local markets. All of them are rssponsible for an increasing number of content that is available on different ways. At the same time audiences gett more and more fragmented. This deconvergence process makes it much more difficult for the players in the television market to get satisfying revenues. I will analyse some of the changes in the television market and describe some of the challenges old and new players have to face.

Dr Lothar Mikos is a professor of television studies at Fimuniversität Babelsberg KONRAD WOLF, Potsdam. He is a prominent researcher on European and global television cultures, comprising numerous publications on topics like tv-production, aesthetics and reception. More information about professor Mikos is available on his University home page: https://www.filmuniversitaet.de/portrait/person/lothar-mikos/