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Werbung Im Privatfernsehen

Werbung Im Privatfernsehen


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About the Book

Thema der vorliegenden konzeptionellen Untersuchung ist das private Fernsehen in der Bundesrepublik Deutschland und dessen Relevanz fUr die Kommunikation als Teilbereich des strategischen Marketing. Im Vordergrund stehen somit nicht "Neue Medien" im Sinne kommunikationstechnischer Innovationen. Selbst wenn neu- artige Technologien ein konstituierendes Merkmal neuer Programmangebote sind, wie dies beim internationalen Satellitenfernsehen der Fall ist, so handelt es sich dabei "nur" um neue Ubertragungsformen und Verteilwege in 1l einer konventionellen Mediengattung, dem Fernsehen. Hinzu kommt, daB private nationale und lokale Programme nicht nur via Kabel bzw. Satellit, sondern auch auf Ubli- chem, d.h. terrestrischem Wege verteilt werden konnen. Die Betonung des Aspektes der Tragerschaft neuer Pro- grammangebote ist zudem von daher angemessen, daB priva- ter Rundfunk in der Bundesrepublik zwar seit dem Ersten Fernsehurteil des Bundesverfassungsgerichts (1961) in standiger Rechtsprechung als prinzipiell zulassig besta- tigt wurde, jedoch insbesondere mit dem technischen Argu- ment der Knappheit der Sendefrequenzen ein ausschlieBlich offentlich-rechtlich organisiertes Fernsehen mit wenigen 2 Veranstaltern konstituiert wurde. ) Die Kabel- und Sa- tellitentechnologie hat unter diesem Gesichtspunkt in- strumentalen Charakter fUr die EinfUhrung von Privat- fernsehen. 1) Anders liegt der Fall z.B. bei Medien der Zweiweg-Kom- munikation wie Bildschirmtext und Kabeltextabruf, bei denen zusatzlich unter funktionalen Gesichtspunkten neuartige mediale Angebote vorliegen (vgl. zur Syste- matik der Neuen Medien Meffert (1985), S. 6 ff.). 2) Vgl. Urteil des Bundesverfassungsgerichts vom 22.2.


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Product Details
  • ISBN-13: 9783790803914
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 17 mm
  • Weight: 562 gr
  • ISBN-10: 379080391X
  • Publisher Date: 23 Dec 1987
  • Height: 244 mm
  • No of Pages: 302
  • Series Title: Wirtschaftswissenschaftliche Beiträge
  • Sub Title: Selektionsmöglichkeiten Des Privaten Fernsehens Im Rahmen Der Betrieblichen Kommunikationsstrategie
  • Width: 170 mm


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