Positioning Public Service Broadcasting in a Competitive TV Market: Small Country Programming Strategies based on a Wide-Reach Genre
This article explores how a public service broadcasting company, namely ORF in Austria, has dealt with the challenges created by the dual system. An investigation of market requirements, public programming mandate, cost structure and financing needs reveals how economic and political constraints are interrelated. To illustrate this phenomenon, we focus on programming, specifically on the highly successful genre of popular folksy music (‘Volkstümliche Musik’). Opinions of decision-makers responsible for programming strategies at the Austrian PSB company are linked with a detailed empirical analysis of one prosperous production within that genre. This enables us to draw a number of conclusions on the strategies pursued by public service broadcasting companies to master the changed market conditions and draw attention to so far unattended topics.
|Date of creation:||Jul 2009|
|Contact details of provider:|| Postal: Welthandelsplatz 1, 1020 Vienna, Austria|
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- Peter O. Steiner, 1952. "Program Patterns and Preferences, and the Workability of Competition in Radio Broadcasting," The Quarterly Journal of Economics, Oxford University Press, vol. 66(2), pages 194-223.
- George Tsourvakas, 2004. "Public Television Programming Strategy Before and After Competition: The Greek Case," Journal of Media Economics, Taylor & Francis Journals, vol. 17(3), pages 193-205.
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