German television market has been a major part of the country's cable network operations that has continued to generate huge revenues in the recent past. Actually, the digital television market accounts for more than 70% of cable network operators as usually forecasted. There are three major drivers of growth in the nation's cable television market i.e. digital Pay Television, telephony, and the Internet. As the revenues from Pay TV continue to experience steady growth, the Internet has played a crucial role in the German Television market. While there were fears that the Internet would replace private television channels in the country, it has complemented it and contributed to its significant growth. The role of the Internet in the expansion and growth of the German television market is evident in the fact that over 15% of cable TV customers receive Internet access from the cable provider ("German Cable Market 2012," n.d.).
Emergence of IPTV Product:
As previously mentioned, the Internet has played a crucial role in the recent growth and productivity of the television industry in Germany. This has led to the emergence of IPTV product, which is a new competitive product that is being marketed by several major stakeholders in this market. Private television channels have specifically taken advantage of this new product to increase their share in this industry, which has traditionally been controlled this industry. One of the most significant measures taken by these channels is the creation of ARENA by smaller German cable companies as a new competitor to Premiere, which was the main cable television in the country. Moreover, digitalization of IPTV product contributed to an explosion in the number of television channels. This considerable increase followed the various stages of moderate growth in special interest and comprehensive television programmes.
Consequently, the development of Internet Protocol Television in Germany has forced major channels to lose significant portions of their audiences to smaller and more specialized channels, which makes the industry to become very fragmented (Cushion & Lewis, 2010, p.300). In the past few years, the annual market shares of major television channels have not risen above 15% while five main stations account for between 10 and 15%. Notably, the explosion of IPTV product has some offensive and defensive elements. From an offensive perspective, smaller companies in this industry position themselves as successful competitors to the fixed-line operators because of the expansion of networks and provision of telephony and broadband internet. On the other hand, the defensive element means that these channels must position themselves rapidly because of increased competition in the market.
Analysis of the Industry Using Porter's Five Forces:
An effective analysis of the German television market requires the use of Porter's Five Forces market analysis, which is a widely recognized reliable and precise mechanism for many years. The analysis will focus mainly on the private television channels, particularly on how the Internet is complementing rather than substituting these channels. Generally, the country's television industry is an unusual one with a relatively minimal penetration of subscription television. Currently, this market is dominated by free channels while generation of revenue is mainly through license fee and advertising. Nonetheless, penetration of Pay TV is seemingly high because of the presence of several cable connections for basic television services instead of premium content. Consequently, there is universal access to most of the famous programs and events that are aired on non-subscription channels. The seemingly minimal penetration of subscription television is attributed to the quality of standard broadcasting format, which makes many German viewers to consider subscription television as irrelevant.
Businesses play a crucial role in this market because advertising fees account for a significant portion of broadcasters' revenues. The other major factors in generating revenue for broadcasters include the quality of content, ability to make their products appealing to advertising businesses, and viewership. While the number of smaller broadcasters has increased in the recent past, large television channels still maintain higher percentages of capital expenditure in buying broadcasting rights to most popular content. This in turn makes it difficult for new players to succeed in the German television industry. Even though the Internet complements this market, the increase in legal and illegal downloads of programs may have some effects on the industry (MarketLine Industry Profile, 2012, p.12).
Bargaining Power of Buyers:
The main players in the German television industry are public broadcasters and independent or smaller television companies. Public broadcasters in the market generate revenues through various ways including state-imposed license fees, advertising, and government funding. Due to these revenue sources, public broadcasting companies cater for less lucrative television...
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