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首页> 外文期刊>International Journal on Media Management >Strategies for Digital Television: DTT in Italy
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Strategies for Digital Television: DTT in Italy

机译：数字电视策略：意大利的DTT

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摘要

Italian broadcasting has long been terrestrial. Its main shortcomings (spectrum chaos, non-enforcement of the law and market concentration) were considered not conducive to a rapid and reliable diffusion of digital terrestrial television (DTT). In 2005, the private free to air duopolist Mediaset entered the pay television market with an offer on DTT and, within a few years, has proved to be a fast-growing operator, threatening the established satellite incumbent (Sky). This evidence apparently challenges the received wisdom of the literature and the business practice. With the aim of explaining these peculiar market dynamics, this article examines the operators' strategies, controlling for the institutional side and the policy. A few main points stand out. First, the enduring spectrum chaos has not significantly hampered Mediaset, nor was spectrum a binding constraint, thanks to biased regulation. Second, the entrant crafted a coherent and gradual “premium content” strategy, fine-tuning its evolution in accordance with the platform diffusion. Third, the public policy for digital TV served as a supporting complement to the private strategy. In particular, being biased, it favored the diffusion of DTT over rival platforms, and benefited its main pay-TV offer. Overall, our analysis uncovers a complex and unique national case, rooted in an effective, albeit contentious, public-private interplay. Consequently, the Italian case does not convincingly challenge the received wisdom on DTT.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/14241277.2010.527315
机译：意大利广播早已是地面广播。它的主要缺点（频谱混乱，不执行法律和市场集中）被认为不利于数字地面电视（DTT）的快速可靠传播。 2005年，私有的免费duopolist Mediaset广播公司通过DTT的报价进入付费电视市场，并在几年之内被证明是一家快速成长的运营商，威胁着已建立的卫星运营商（Sky）。该证据显然挑战了文献和商业实践的公认智慧。为了解释这些特殊的市场动态，本文考察了运营商的策略，控制了机构方面和政策方面。一些要点突出。首先，由于有偏见的监管，持久的频谱混乱并没有显着阻碍Mediaset，也没有频谱成为约束条件。其次，进入者制定了一个连贯且渐进的“溢价内容”策略，根据平台的扩散情况对其发展进行了微调。第三，数字电视的公共政策是对私人战略的支持。特别是，由于存在偏见，它赞成DTT在竞争对手平台上的传播，并受益于其主要的付费电视业务。总体而言，我们的分析揭示了一个复杂而独特的国家案例，植根于有效的，尽管有争议的，公私互动。因此，意大利的案例并不能令人信服地挑战DTT上已收到的智慧。查看全文下载全文stumbleupon，digg，google，more“，pubid：” ra-4dff56cd6bb1830b“};添加到候选列表链接永久链接http://dx.doi.org/10.1080/14241277.2010.527315

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