TelevisionCompetitionintheUSOnlinevsOffline.pptxVIP

Professor David Waterman with Sung Wook Ji and Ryland Sherman, Dept. of Telecommunications, Indiana University Television Competition in the U.S.: Online vs. Offline The Digital Media and New Media Platforms: Policy and Marketing Strategies National Chengchi University, Taipei March 29, 2012 非常感謝你們, 讓我有機會在這裡發言, 並且遊覽美麗的台灣！ Part of a broader project on economic development of 10 media in the U.S. (“Offline vs. Online: Are the Media Shrinking?”) Focus on professionally produced copyrighted commercial media products A long term historical perspective Individual media focus: television Overall, revenues of 10 media steadily declining (as a % of GDP) since about 2000 Online revenues very small and not compensating for offline declines Consistent pattern for newspapers, music, movies, radio, books, magazines….. The television case Overall, an exception: robust industry growth, though slowing since 2000s Online revenues very small—but growing and shifting from advertising to direct pay For the future, some optimism… First some perspective on all media, then TV Overall, revenues of 10 media steadily declining (as a % of GDP) since about 2000 Online revenues very small and not compensating for offline declines Consistent pattern for newspapers, music, movies, radio, books, magazines….. The television case Overall, an exception: robust industry growth, though slowing since 2000s Online revenues very small—but growing and shifting from advertising to direct payment Total Revenue of US Commercial Media, as % of GDP; 1950-2010 * includes: newspaper websites; digital music/movies; television station/network websites; Internet radio; e-books Sources: U.S. Census; trade associations; industry analysts; 10-K reports; author estimations Preliminary data (Waterman/Ji/Sherman, March, 2012) More difficult Intellectual property (IP) protection Music, movies, news 3) Shortcomings of online business models Advertising faltering, but not