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Modeling Media Markets: How Important is Market Structure?

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  • David Young

Abstract

The traditional approach to studying media markets based on structure-conduct-performance relations has become more complex as the analysis of firms' strategic behavior has emphasized the heterogeneity of possible market outcomes. It is argued that although greater analysis of firm strategic behavior is required, an investigation of market structure and ownership patterns remains critical for the elucidation of the nature and extent of market power. The recent history of television markets in Germany and the United Kingdom provides an example of the significance of trends in concentration and ownership for the development of competition. In addition, a full account of firms' power may require consideration of alternative perspectives on the competitive process, but again market structure remains important.

Suggested Citation

  • David Young, 2000. "Modeling Media Markets: How Important is Market Structure?," Journal of Media Economics, Taylor & Francis Journals, vol. 13(1), pages 27-44.
    • Handle: RePEc:taf:jmedec:v:13:y:2000:i:1:p:27-44
    DOI: 10.1207/S15327736Me1301_3
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    Cited by:

    1. Arup Barua & Alexandra Ioanid, 2021. "Synergistic Competitive Advantage - The Modern Appeal of RBV and IO Theory in the Mergers and Acquisitions," Bulgarian Economic Papers bep-2021-06, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria // Center for Economic Theories and Policies at Sofia University St Kliment Ohridski, revised Jul 2021.

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