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L'impact de la suppression de la publicité sur les chaînes de télévision publiques

Author

Listed:
  • Marc Bourreau

    (SES - Département Sciences Economiques et Sociales - Télécom Paris - IMT - Institut Mines-Télécom [Paris] - IP Paris - Institut Polytechnique de Paris, ECOGE - Economie Gestion - I3 SES - Institut interdisciplinaire de l’innovation de Telecom Paris - Télécom Paris - IMT - Institut Mines-Télécom [Paris] - IP Paris - Institut Polytechnique de Paris - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

  • Christian Grece

Abstract

In this paper, we propose a model of competition between a private television channel, financed by advertising, and a public channel, financed by advertising and a transfer of public funds. In this framework, we study the impact of an advertising quota imposed on the public channel on the two channels? investments and on their market shares. We show that the lower the advertising quota, the lower the investments of the two channels, and the lower the audience and the profit of the private channel. We also show that, compared to a benchmark situation without any quota, the introduction of an advertising quota can be to the detriment of the private channel and reduce the viewers? surplus if set at a level too low. Classification JEL : L82 ; L5.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Marc Bourreau & Christian Grece, 2011. "L'impact de la suppression de la publicité sur les chaînes de télévision publiques," Post-Print hal-02085318, HAL.
    • Handle: RePEc:hal:journl:hal-02085318
    DOI: 10.3917/reco.625.0781
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    Cited by:

    1. Lapo Filistrucchi & Andrea Mangani & Luigi Luini, 2012. "Banning Ads from Prime-Time State TV: Lessons from France," Working Papers 12-23, NET Institute.
    2. Greiner, Tanja & Sahm, Marco, 2018. "How effective are advertising bans? On the demand for quality in two-sided media markets," Information Economics and Policy, Elsevier, vol. 43(C), pages 48-60.

    More about this item

    JEL classification:

    • L5 - Industrial Organization - - Regulation and Industrial Policy

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