Regulation of the Television Advertising Market: A Toolkit and Its Application Effects
Journal Title: Управленец - Year 2017, Vol 70, Issue 6
Abstract
The paper provides an overview of one of the core media-segments of the Russian advertising market, i.e. the television advertising market. The authors demonstrate that its economic nature (as a two-sided market) requires using theoretical and practical antitrust regulation instruments on the basis of the specific structure of the advertising market and peculiarities of pricing. We prove the necessity to focus on identifying the correlation between changes in market concentration and the price level in the television advertising market, which is a central problem for market participants and regulators primarily due to intermediaries operating in the market–media-sellers–that are exclusive sellers of advertising opportunities on television channels. The study generalizes the practice of antitrust legislation in respect of participants of two-sided markets in Russia and abroad. The paper suggests rethinking the concept of antitrust regulation of media-economics.
Authors and Affiliations
Marina S. BALANDINA, Irina V. BASKAKOVA
Keywords
Related Articles
- EP ID EP254502
- DOI -
- Views 88
- Downloads 0
Regulation of the Television Advertising Market: A Toolkit and Its Application Effects
The paper provides an overview of one of the core media-segments of the Russian advertising market, i.e. the television advertising market. The authors demonstrate that its economic nature (as a two-sided market) require...
Macroeconomic Analysis of Sverdlovsk Oblast Budget Forecast in the Context of Economic Growth in Russia
Searching for sources of economic growth and motivating macroeconomic agents in the context of new economic and socio-political processes in modern Russia are the major priorities of economics. Implementation of global p...
Multi-Agent Simulation for Freight Transportation with Swap Bodies
Improving the efficiency of freight services is the core issue in the economic development. The emergence of unexpected events in the process of freight transportation and taking decisions in the conditions of uncertaint...
Urban Environment as a Factor in Human Capital Development
Human capital development depends on a vast number of factors, the most significant of which is urban environment. The articles gives an overall assessment of the urban environment and an assessment of individual environ...
Tools for Forming a Talent Pool of the Public Civil Service in the Republic of Sakha (Yakutia)
The paper uses the materials and results of the interdisciplinary study “Youth policy as a key component of the system of skilled labour reproduction in the Far Eastern region of the Russian Federation”. The purpose of t...