Independent Radio Book by Roman Rackwitz - Bookswagon
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Independent Radio

Independent Radio


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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,0, Hochschule Mittweida (FH), Sprache: Deutsch, Abstract: Die Hoffnung der Musikwirtschaft auf neue musikalische Präsentationsflächen im Hörfunk war groß, als Mitte der 80er Jahre des letzten Jahrhunderts in Deutschland erstmals private Radiostationen zugelassen wurden. Doch bald sollte sich Ernüchterung breit machen. Statt größerer musikalischer Vielfalt nutzen Hörfunkstationen Marktforschung, um sich musikalisch wie inhaltlich bei ihrem Zielpublikum abzusichern. Bereits existierende Hörgewohnheiten der Rezipienten werden von den Sendern seitdem gezielt bedient. Für musikalische Innovationen bleibt da kaum Platz. Die Ausrichtung der meisten privaten Hörfunkprogramme auf den Mainstream ist aus wirtschaftlicher Sicht durchaus verständlich. Die wichtigste Einnahmequelle eines privaten Senders, das Geld aus dem Verkauf von Werbezeiten, kann nur in ausreichender Menge sprudeln, wenn eine möglichst breite Masse an Zuhörern erreicht wird. Und dies passiert vor allem mit massentauglicher Musik. Manövriert sich die deutsche Hörfunklandschaft mit dieser Ausrichtung aber nicht selbst ins Abseits? Die durchschnittliche Hördauer ist seit dem Jahr 2000 insgesamt bereits um 10% gesunken. Weit dramatischer fallen die Einbrüche mit 25% in der Altersklasse der 14-29-Jährigen aus. Wie aber kann die Hörfunkbranche auf diesen Negativtrend reagieren? Welche Möglichkeiten stehen ihr zur Verfügung, um einen weiteren Rückgang der Hörerzahlen zu verhindern und sogar neue Zielgruppen zu erschließen? Sollte es in Deutschland möglich sein, die Zahl der Radionutzer durch die Etablierung neuer Hörfunkspartenprogramme zu steigern? Können sich neue Spartenprogramme mit dem klassischen Geschäftsmodell im privaten Hörfunk, nämlich der Refinanzierung durch die Vermarktung ihrer Werbeflächen, erfolgreich am Markt etablieren? Welche Hürden müssen sie dabei überwinden? Diesen Fragen gehe ich in


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Product Details
  • ISBN-13: 9783638882958
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 17 mm
  • Weight: 440 gr
  • ISBN-10: 3638882950
  • Publisher Date: 03 Jan 2008
  • Height: 210 mm
  • No of Pages: 296
  • Series Title: German
  • Sub Title: Analyse zu den Erfolgschancen eines Zielgruppenformatradios in Deutschland
  • Width: 148 mm


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