Transformations of the Interactive TV Market in the New Media
Ładowanie...
Data
2012
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz
Abstrakt
The subject matter of the article is – based on the analysis of both the
market and the consumer – interactive television and social media operating
within its area. Their significance and usefulness grow as the changes on
the domestic and international television market become more and more
turbulent and rampant. Numerous attempts by television related companies
to implement new business models have led to the necessity to consolidate the
market, creating at the same time new sub-markets operating with involvement
of companies which have so far operated within the Internet industry. The
subject of analysis is viewing times in individual field and the development
of broadcasting-related service as well as the technical capabilities enabling
integration of television with the network communities.
Interactive television creates a new market quality and at the same time
destroys the notion of a viewer as a passive participant in the communication
process. The combination of the television broadcasting’s mass influence
and the Internet's flexibility generates the ability to create new products and
solutions. The presented new model of market competitiveness confirmed its
effectiveness, when applying social strategies. Their implementation enables
identification of additional revenue sources as well as creation of value
innovations being a new source of thinking about these strategies, increasing
the companies' operating effectiveness on the market and gaining a competitive
advantage. Only the strategy of synergy of those three technologies (television,
Internet and the social media) enables the achievement of a highly competitive
market position.
Opis
Słowa kluczowe
interactive television, strategy, social networks, new media, innovation, competition
Cytowanie
Business and Non-Profit Organizations Facing Increase Competition and Growing Customers' Demands. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU, cop. 2012. – S. 142-159