Television in Media Competition

The magazine Der Spiegel declared IPTV to be the magic word of the year in 2007; video exchanges like YouTube and MyVideo.de propagate “Broadcast Yourself”. Established television stations are forced to compete still more strongly than ever before for that limited resource, the attention of media users. Investigations tracking programmes are intended to show how the economics of attention has changed the spectrum of offerings from television. In the publications planned, basic strategies of competitive behaviour will be presented as they influence the dramaturgy and the aesthetics of television programmes. At the same time, established programme areas will be considered equally with the innovations only offered since the 90’s by the television stations. As here described, the strategies for securing their existence can also be applied to other media, their competitive circumstances and their strategies.