有线电视行业发展面临的竞争分析--美国Assignment代写范文

美国Assignment代写范文:“有线电视行业发展面临的竞争分析”，这篇论文主要描述的是在我们的生活当中电视已经成为了一种非常常见的家电，大多都还是以有线电视为主，本文以韩国与以色列的有线电视行业为例，讲述了两个国家之间对于有线电视行业的发展规划与监管，阐述了有线电视行业是如何从市场垄断到市场竞争不断演变的发展过程。

Introduction:简介

The paper discusses the effect of regulatory changes in the structural design of the cable industry of South Korea Vs Israel and their effects on the market performance.

This study takes the 'Industrial Organization Model' as its descriptive tool for describing changes in the cable industry in two countries. In both countries, this transition has resulted in high levels of penetration of multichannel television and the rapid adoption of broadband Internet services. This study adopts this approach by using data from the specific countries being studied and a model that utilizes categories 'Etic' in nature (structure, conduct, and performance).

There has been a constant shift from regulated monopoly dominated market to the regulated competitive market in last few decades. The cable industry in itself has undergone two basic changes: Increased competition in providing video content through distribution, increased capability of the distributor for providing broadband internet access & telephony.

Basis for taking these two countries for analysis were the similarities in economic and political structure: Both enjoyed extended periods of exceptional economic growth despite the absence of natural resources, the governments have played a central role in economic development, national security plays a vital role in government policy making, both had limited access to foreign capital in the developmental stage.

Both the countries had similar cultural and structural traits: Similar levels of per capita GDP, levels of literacy, living standards. Per capita income and literacy levels, two components of this index, have been known to serve as good predictors of Media consumption and penetration in any given country.

The main reason behind the research being that in both countries, the cable industry began to challenge the dominance of terrestrial broadcasting and expand in the 1990s.

The major research questions evolves around evolution of cable policy, its effect in market and lessons to be drawn from the study.

The components of market structure: the number of competing firms, the licensing policy, and the vertical integration policy has been explained through destabilizing forces, conflict, provisional policies and market testing.

The policy effects on the market are deduced from data regarding the pricing of both multichannel television and broadband Internet services and their penetration rates. Pricing is seen as an expression of conduct and penetration rates as an expression of market performance.

The paper divides the period of analysis into old order and new order of Industrial organization with focus on structure, conduct, performance of both the eras.

Old Order Structure, Pricing and Conduct:

In South Korea, the old order era started with installation of community antenna television The Broadband Cable Television Law was established in 1991 that created the legal framework for conducting business and licensing and established a body to regulate the industry. Cable television companies were already providing a retransmission service known as narrowband cable.

The introduction of broadband Cable, essentially a full service multichannel television service, in 1995 defines the old order-a true multichannel monopoly cable service that was not based on retransmission from broadcast networks. Cable television was seen as a tool to advance the creation of an information society and to cope with the spill-over of foreign satellites from Japan, Hong Kong, and Mainland China.

The old order in South Korea was characterized by 3 distinct decisions: It was viewed as a separate entity from the previous narrowband service; it was a unique tripartite system in which vertical integration between program providers, cable operators, and network builders was prohibited. Also Ownership by the large Korean conglomerates (chaebols), by foreign corporations, and by more than one business was also prohibited. Content was subject to strict regulation, which barred the operators from producing news programs and enforced a 'must carry' requirement for terrestrial channels and all licensed program providers. Licensing for program providers explicitly stipulated the genre of programming they were required to carry and their target audience.

In Israel, telecommunications law created a regulatory body-the Cable Broadcasting Council and a legal framework for licensing. Its introduction came in direct response to the rise of illegal local cable systems, which provided low quality and illegal content from primitive neighbourhood-based distribution facilities that were often run by organized crime groups. Cable was envisioned and designed initially as a local community television service providing local content through 31 regional franchises. The reason behind allowing franchise was to provide alternative to over-the-air broadcasts from neighbouring countries.

The law in Israel mandated that local franchises provide content through 'full vertical integration'. Cable operators were prohibited from broadcasting or producing anything beyond local news programming as well as from carrying advertising. No policy existed regarding the creation of independent programming, but there were regulations that dictated program genres.

Prices were set initially by the regulators in both the countries.

The South Korean MPI approved a monthly fee of 15,000 Won (US $12.50) for multichannel cable television's 27 channels in 1994. It regulated channel offerings through system operators to guarantee more choice for subscribers and to promote the financial stability of the networks.

In Israel, subscribers paid cable rates of NIS 95 per month (approximately US $32).

In South Korea, acute competition with narrowband cable, relatively high costs, poor quality service, and the absence of tiering were seen as obstacles to the earlier diffusion of broadband cable.

Nonpaying viewers accounted for two-thirds of the total number of broadband cable subscribers in 1997 for two reasons: MPI forced broadband cable companies to acquire subscribers rapidly, Narrowband cable companies selling illegal multichannel services at low prices forced the broadband cable companies to offer their own services cheaply at the introductory stage.

Followingthis, South Korea saw decline in the penetration rate because of 2 reasons: High churn rate post free viewing period, South Korea plagued by international currency crisis in 1998

Israelis adopted to cable television inspite of high prices, vertically integrated system and absence of tiering option due to govt regulation and support.

New Order policies, structure, performance, conduct:

In South Korea, plan was announced to deregulate the cable television industry by allowing horizontal and vertical integration. Chaebols and foreign companies were allowed to hold up to 33% of the shares in cable companies. Adoption of a duopoly system of cable operators to enable narrowband cable companies to obtain licenses was suggested. Program networks were not be subject to licensing but to registration.

In Israel, new legislation was aimed at developing a content industry and generating competition among providers. New government's neo-liberal ideology help establish the legal framework for awarding licenses to digital satellite operators

The revised law imposed the structural separation of three entities: the owner of the infrastructure, the provider of the multichannel video service, and the provider of the broadband Internet service.

In South Korea, new order structure called for perfecting competition among several market players: cable television and Direct Broadcast Satellite (DBS), cable television and telecommunications, two broadband cable television operators, and numerous program

networks.

In Israel, full facility-based competition at the infrastructure level was advocated.

In South Korea, increased penetration rates, authorized sale of tiers, narrowband companies obtaining licences for broadband cable television were few of the trends.

In Israel, trend showed decline in penetration level post 2000, when competition was launched. The reasons behind decline may be due to economic crisis and no price reduction due to limited competition.

Broadband Internet: Structure, conduct

Competition was intensified due to multiple players in South Korea. In Israel, cable companies were not allowed to provide internet access. Licensing in broadband market was Duopoly in nature.

Price wars waged due to competition in South Korea. Cable operators also initiated bundling services of broadband Internet service with free multichannel television service.

Price wars were not a dominant feature of the Israeli broadband market

Comparison between two Regions:

In both countries, media regulation has been influenced by the fear of trans-border broadcasts, and both countries assumed that establishing cable services requires sector specific legislation and launching the service requires licensing. In both countries, for example, cable operators were prohibited from broadcasting their own news programs and were forced to carry terrestrial channels that were subject to strict content regulation. In South Korea, separation of content and conduit assured continued government supervision of content through separate regulation, but in Israel, cable content was supervised directly, and the fully vertically integrated industry served as a useful tool for control.

Both countries adopted a policy designed to take advantage of economies of scale created by mergersamong cable operators, while minimizing the dangers created by market concentration.

Lessons to be noted from the Study:从研究中指出的教训：

The main destabilising factor in South Korea was broadcasters, govt and consumers whereas in Israel, it came from broadcasters and antitrust agencies. But on a macro level, focussing only on competition can't bring about positive changes. Also, lower prices can't be the sole factor behind increasing penetration rates as seen in South Korea. There is also no direct correlation between competitiveness in market and increased service level and lower pricing due to many other factors.

Own Analysis of the Paper:

The paper uses Industrial Organization model strategy for analysis. It is mostly used by large firms for maintaining share in highly segmented market like media and entertainment. This strategy keeps the competition small, creates an entry barrier and help the firms to access the next strategy of its competitors. This model is different from perfectly competitive market having large number of players. The biggest beneficiary of the system is big players in the market who has the control over pricing, information and other heavy capital intensive requirements. Entry barriers can be created by economic, political, sociological or technological factors. Any new entrant would need political ties, amount of capital for investment.

Vertical supply chain in television industry consists of production, packaging, distribution, conditional access and consumer interface. The natural aim of any broadcaster is to achieve 'Vertical Integration' so as to minimize losses due to uncertainty down the supply chain. Need for 'economies of scale' in content production increases the entry barrier for new players.

New distribution technologies have helped in reducing this entry barrier through digital compression which facilitates expansion. Also, arrival of direct viewer payment through satellite broadcasting has increased revenue collection for broadcasters. This also facilitates narrowcasting.

Regulatory measure and policy initiatives have been influential in determining the economic performance of media market and media firms. Consumers and firms are generally considered to be the best judges to their own interests. On the contrary, Govt intervention is required in case of market failure which needs correction. Govt intervention is also required to deal with the issues arising due to public goods nature of the broadcasting industry. Govt intervention may also be needed to curb the accumulation of excessive market power due to free operation of markets.

Media broadcast in terrestrial broadcasting has the 'public good' nature which are non-excludable. Marginal cost of transmitting to an extra television viewer is also minimal. Public goods also are non-exhaustible in nature. These kind of market can be handled by public ownership of broadcasting. But using public fund for financing the broadcasting is not fair where it denies the consumer sovereignty.

Various support measures are available for encouraging content generation and consumption in free market: Policy intervention designed to help domestic producers by restricting volume of imports of competing non-domestic media content, alternative policy approach to provide subsidies to domestic producers to improve competitiveness.

Measures such as quotas and tariffs are introduced to curb non-domestic competitors. Protectionism may not be healthy in long term as it may attract similar restriction in foreign markets. Criticism of public grants for content generation is that it encourages content generation devoid of commercial appeal.

Concentration of media ownership leads to increased efficiency and increased market power. Efficiency gains allow improved use of society's resources while increased market power in hands of single firm may be damaging to the interest of the society. Also, it impacts the competition in the market. Monopolists may engage in unfair competition

Perfect competition would be beneficial towards efficient allocation of resources. In recent times there has been shift from structural to behavioural regulation which regulates the conduct of dominant firm rather than focussing on structural intervention.

Monopolies are important to deal during period of digital media convergence. The issues related to bottlenecks, gateway monopolieand control over access to new media has raised concerns.

Expansion of new media demands high infrastructural investment like laying down cables and setting up transmitting centres etc. In order to encourage the development of new media, monopolies may be tolerated for short term with focus on conduct regulation.

Economies of scale is the central tendency of media economics which helps firms in faster adoption of new technologies and facilitate higher levels of investment for increasing efficiency. Ownership policies in the country decide the firm's capability to achieve size and corporate structure intended to achieve economies of scale. Efficiency also involves production of right quality and quantity of media content needed by the society which includes product diversity. Pluralism and diversity are the key concerns underlying the public policy in any country.

South Korea and Israel provides a contrasting and suitable case to discuss the above media broadcasting related concepts.

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