The advertising platform competition in the Bilateral market of TV media
Journal Title: International Journal Of Management And Economics Invention - Year 2016, Vol 2, Issue 12
Abstract
TV media industry is a typical bilateral market, which takes TV station as the platform and the audience and advertising enterprises are its both side. In the competition between TV platforms, there are program innovation and imitation competition, differentiated program quality competition among TV stations. Competition among TV platforms is conducive to improving the quality of programs, however, the higher quality the TV station is, the higher advertising density would be, which would reduce the utility of consumers. Therefore, it's necessary to control the period and density of advertising insertion in TV stations
Authors and Affiliations
Hong Zhang Chen
Keywords
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