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Regulating Television and the Case of Football World Cup

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  • Hafner, Mathias
  • Neunzig, Alexander R.
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    Abstract

    This paper deals with EU-Directive 89/552/EEC "Television Without Frontiers", which enables each EU-country to set up a list of major events that are not allowed to be transmitted in Pay-TV. We analyze this kind of regulation using instruments of game-theory and monopoly-theory. We compare the market results of the EU-Regulation with two alternative arrangements, namely with a general ban of Pay-TV and with a 'laisser-faire'-solution. Our model shows that a selective ban may be welfare-superior to both other forms of Pay-TV treatment. Finally we show that there are good arguments to forbid Pay-TV-broadcasting of major football events. -- Dieses Paper beschäftigt sich mit der Frage, ob sportliche Großereignisse im Pay-TV oder im Free-TV übertragen werden sollten. Aktueller Anlaß für eine breite Diskussion dieses Themas ist der Kauf der Übertragungsrechte für die Fußballweltmeisterschaften 2002 und 2006 durch die ISL/Kirch-Gruppe. Verfechter einer weit-reichenden Regulierung des Fernsehmarktes befürworten Maßnahmen, die bis zu einem Verbot von Pay-TV reichen. Andere wollen hingegen der ISL/Kirch-Gruppe die freie Vermarktung ihrer Rechte belassen. Unsere Analyse nähert sich dem Problem aus ökonomischer Sicht. Wir gehen dabei von einem dreistufigen Fernsehmarkt aus, in dem ein Erstrechteinhaber als Monopolanbieter die Übertragungslizenz vergibt. Auf einer zweiten Stufe entscheidet der Lizenznehmer über die Ausstrahlungsform. Die unterste Ebene ist von fußballbegeisterten Fernsehzuschauern geprägt, die eine wertvolle Zielgruppe für die Werbewirtschaft darstellen. In einem einfachen monopoltheoretischen Modell werden Bedingungen abgeleitet, unter denen eine Regulie-rung des Fernsehmarktes erfolgen sollte. Unsere Empfehlungen stützen sich dabei auf eine wohlfahrtsökonomische Bewertung der Modellergebnisse.

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    Bibliographic Info

    Paper provided by Saarland University, CSLE - Center for the Study of Law and Economics in its series CSLE Discussion Paper Series with number 98-03.

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    Date of creation: 1998
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    Handle: RePEc:zbw:csledp:9803

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    Related research

    Keywords: Pay-TV; Football; Media economics; Advertising; Applied Game Theory; EU-Directive 89/552/EEC;

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    1. Spence, A Michael & Owen, Bruce, 1977. "Television Programming, Monopolistic Competition, and Welfare," The Quarterly Journal of Economics, MIT Press, vol. 91(1), pages 103-26, February.
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