FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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CME and broadcasting in the former communist countriesSparks, ColinRazvoj komercialne televizije v nekdanjih komunističnih državah je bil tesno povezan z dejavnostjo Central European Media Enterprises (CME), še zlasti z uspešno češko televizijsko postajo TV Nova. ... Članek proučuje splošno strategijo CME in razkriva, da so uspehi CME temeljili bolj na političnih zavezništvih kot pa na razumevanju televizijskega podjetništva. Bolj kot se je razvijal trg, bolj je postajala očitna šibkost podjetniškega modela. Neuspešno prizadevanje za licence na Poljskem in Madžarskem in propadli poskusi vstopa na oba nacionalna trga so zmanjšali možnost komercialnega uspeha. Cena delnic je začela padati, izgube v poslovanju so naraščale in v začetku leta je bilo podjetje povsem odvisno od radodarnosti bogatega lastnika Ronalda Lauderja. Odločiti se je bilo treba med bankrotom ali prevzemom. Končno se je za prevzem CME odločila ameriška radiodifuzna družba SBS, ki deluje na perifernih vzhodnoevropskih trgih. Ta razvoj kaže, da je radiodifuzija v srednji in vzhodni Evropi odvisna predvsem od "političnega kapitala". Za uspešen vstop na trg so politične zveze odločilnega pomena. Brez njih si ni mogoče zagotoviti kompetitivnega položaja. Po drugi strani pa se komercialno oddajanje sooča z majhnim oglaševalskim trgom in ostro konkurenco. Tako kot v zahodnem kapitalizmu morajo družbe, ki ne vzdržijo konkurence, propasti. CME je bil žrtev logike, ki jo je sam vpeljal v ta del Evrope.Source: Javnost = The Public. - ISSN 1318-3222 (Vol. 6, no. 2, 1999, str. 25-46)Type of material - article, component partPublish date - 1999Language - englishCOBISS.SI-ID - 19250525
Author
Sparks, Colin
Topics
Srednja Evropa |
tranzicija |
množični mediji |
privatni sektor |
komercialna televizija |
poslovanje |
ekonomski rezultati |
Central Europe |
transition |
mass media |
private sector |
commercial television |
business |
economic results
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