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Europäische Medienmärkte: Die Rolle der Wettbewerbspolitik

Author

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  • Oliver Budzinski

    (Philipps Universitaet Marburg)

Abstract

Medienmärkte sind aufgrund ihrer kulturellen und sprachlichen Verwurzelungen (sowie umfangreicher nationaler (Schutz-) Regulierungen) Spätentwickler der europäischen Integration. Bis heute wurden und werden die meisten Medienmärkte national abgegrenzt, wie beispielsweise auch bei dem Megafusionsvorhaben Springer-ProSiebenSat.1 (2006) geschehen, für welches die mitgliedstaatlichen Wettbewerbs- und Regulierungsbehörden – Bundeskartellamt und KEK – zuständig waren, welche wiederum das Zusammenschlussvorhaben schließlich beide untersagten (Budzinski und Wacker 2007). Konsequenterweise obliegt die Regulierung von Medienmärkten daher bis heute ganz überwiegend den EU-Mitgliedstaaten, während sich eine eigene europäische Regulierung in den Kinderschuhen befindet.2 Doch auch in der Medienbranche treten verstärkt Internationalisierungstendenzen auf, die auch Rufe nach einer Europäisierung der Medienaufsicht und -regulierung mit sich bringen (Harcourt 2005, S. 50; Gounalakis und Zagouras 2006). Zusätzlich zu der medienspezifischen Regulierung unterliegen Medienmärkte auch der ‚normalen’ Wettbewerbsaufsicht. Hier kommen der EU immer dann umfangreiche Kompetenzen zu, wenn der grenzüberschreitende Handel innerhalb des Europäischen Wirtschaftsraumes durch wettbewerbswidriges Verhalten der Unternehmen betroffen ist. Mit einer zunehmenden Internationalisierung von Medienmärkten gehen somit auch erweiterte Kompetenzen der europäischen Wettbewerbsaufsicht einher, die sich in steigenden Fallzahlen bei der Generaldirektion Wettbewerb der Europäischen Kommission zeigen. Dabei wird in der Literatur mitunter die These vertreten, dass die Europäische Kommission über ihre Generaldirektion Wettbewerb immer wieder versucht hat, die europäischen Wettbewerbsregeln in Medienmärkten für weitere Ziele zu instrumentalisieren – wie öffentliches Interesse und insbesondere kulturelle und Meinungsvielfalt (bspw. Harcourt 2005). Der vorliegende Beitrag analysiert exemplarisch anhand wichtiger Fälle, welchen Einfluss die europäische Wettbewerbspolitik auf die Entstehung und Entwicklung europäischer Medienmärkte nimmt (Abschnitt 3).3 Vorweg sind allerdings ein paar grundsätzliche Bemerkungen zu Zuständigkeiten und Abgrenzungen zwischen europäischer und mitgliedstaatlicher Ebene (einerseits) sowie zwischen ökonomischem Wettbewerb und Medienpluralismus andererseits notwendig (Abschnitt 2).

Suggested Citation

  • Oliver Budzinski, 2008. "Europäische Medienmärkte: Die Rolle der Wettbewerbspolitik," MAGKS Papers on Economics 200806, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
  • Handle: RePEc:mar:magkse:200806
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    References listed on IDEAS

    as
    1. Oliver Budzinski & Gisela Aigner & Arndt Christiansen, 2006. "The Analysis of Coordinated Effects in EU Merger Control: Where do we stand after Sony/BMG and Impala?," Marburg Working Papers on Economics 200614, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    2. Yi Xiang & Miklos Sarvary, 2007. "News Consumption and Media Bias," Marketing Science, INFORMS, vol. 26(5), pages 611-628, 09-10.
    3. Dewenter, Ralf, 2007. "Crossmediale Fusionen und Meinungsvielfalt," Working Paper 65/2007, Helmut Schmidt University, Hamburg.
    4. Matthew Gentzkow & Jesse M. Shapiro, 2006. "Media Bias and Reputation," Journal of Political Economy, University of Chicago Press, vol. 114(2), pages 280-316, April.
    5. Simon P. Anderson & John McLaren, 2012. "Media Mergers And Media Bias With Rational Consumers," Journal of the European Economic Association, European Economic Association, vol. 10(4), pages 831-859, August.
    6. Rachel Brandenburger & Thomas Janssens, 2007. "The Impala Judgment: Does EC Merger Control Need to Be Fixed or Fine-Tuned?," CPI Journal, Competition Policy International, vol. 3.
    7. Damien J. Neven, 2006. "Competition economics and antitrust in Europe [‘Comment: Airtours/First choice: CFI clips MTF's wings’]," Economic Policy, CEPR, CESifo, Sciences Po;CES;MSH, vol. 21(48), pages 742-791.
    8. Stefano DellaVigna & Ethan Kaplan, 2007. "The Fox News Effect: Media Bias and Voting," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 122(3), pages 1187-1234.
    9. Oliver Budzinski, 2006. "Modernisierung der europäischen Wettbewerbsordnung: Werden die nationalen Wettbewerbspolitiken verdrängt?," Marburg Working Papers on Economics 200611, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    10. Dewenter, Ralf & Haucap, Justus, 2008. "Wettbewerb als Aufgabe und Problem auf Medienmaerkten: Fallstudien aus Sicht der "Theorie zweiseitiger Maerkte"," Working Paper 78/2008, Helmut Schmidt University, Hamburg.
    11. Alexander, Peter J., 1997. "Product variety and market structure: A new measure and a simple test," Journal of Economic Behavior & Organization, Elsevier, vol. 32(2), pages 207-214, February.
    12. Oliver Budzinski, 2008. "Monoculture versus diversity in competition economics," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 32(2), pages 295-324, March.
    13. Nicholas S. Vonortas, 2000. "Multimarket contact and inter-firm cooperation in R&D," Journal of Evolutionary Economics, Springer, vol. 10(1), pages 243-271.
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    15. Baron, David P., 2006. "Persistent media bias," Journal of Public Economics, Elsevier, vol. 90(1-2), pages 1-36, January.
    16. Oliver Budzinski, 2007. "„Wettbewerbsfreiheit“ und „More Economic Approach“: Wohin steuert die Europäische Wettbewerbspolitik?," Marburg Working Papers on Economics 200713, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    17. Antonio Nicita & Giovanni Ramello, 2005. "Exclusivity and Antitrust in Media Markets: The Case of Pay-TV in Europe," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 12(3), pages 371-387.
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    Cited by:

    1. Budzinski Oliver & Kuchinke Björn A., 2012. "Deal or No Deal? Consensual Arrangements as an Instrument of European Competition Policy," Review of Economics, De Gruyter, vol. 63(3), pages 265-292, December.

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    More about this item

    Keywords

    merger simulation; merger control; antitrust; economic evidence;
    All these keywords.

    JEL classification:

    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General
    • C15 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Statistical Simulation Methods: General
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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