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Power play in television: ecosystems and platform leadership

Tom Evens UGent (2012) European Media Management Association Conference, Proceedings.
abstract
The integration of broadband and broadcast content, and the advent of over-the-top (OTT) services could have far-reaching implications for established companies in the television business and have the potential to trigger off a process of creative destruction. One of the major strategic challenges for all players involved in this business, is the establishment of a direct-to-consumer gateway so that companies can bypass traditional gatekeepers and start building relationships of trust and loyalty with their customers. Albeit such a disruptive scenario is still not under way and new technologies mostly provoke incremental change because of the complex institutions in which they are rooted, consumer electronics providers and online video aggregators are manoeuvring themselves in this market and are competing for a share of this burgeoning online video environment. Hence, traditional players have re-invented bottlenecks in order to maintain their historically leading position in the television market. Although the outcome of this struggle for platform leadership is highly uncertain, all players explore strategies to position themselves in the centre of this market. Rather than embedding in existing ecosystems, both incumbents and new entrants attempt to build and control their own OTT ecosystems that are emerging as complex webs of partnerships, alliances and joint ventures. In such strategic chess games, platform leaders deploy a ‘conquer and divide strategy’ and benefit from partners’ complementary assets. Hence, this struggle for platform leadership is characterised by managing scarcity and controlling bottlenecks as main business strategy.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
ecosystem, case studies, business model, power and control, broadcasting
in
European Media Management Association Conference, Proceedings
pages
14 pages
publisher
Ghent University, Department of Communication studies
place of publication
Ghent, Belgium
conference name
European Media Management Association Conference (EMMA - 2012)
conference location
Budapest, Hungary
conference start
2012-02-10
conference end
2012-02-12
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
2958228
handle
http://hdl.handle.net/1854/LU-2958228
date created
2012-07-09 11:03:35
date last changed
2012-07-10 14:23:18
@inproceedings{2958228,
  abstract     = {The integration of broadband and broadcast content, and the advent of over-the-top (OTT) services could have far-reaching implications for established companies in the television business and have the potential to trigger off a process of creative destruction. One of the major strategic challenges for all players involved in this business, is the establishment of a direct-to-consumer gateway so that companies can bypass traditional gatekeepers and start building relationships of trust and loyalty with their customers. Albeit such a disruptive scenario is still not under way and new technologies mostly provoke incremental change because of the complex institutions in which they are rooted, consumer electronics providers and online video aggregators are manoeuvring themselves in this market and are competing for a share of this burgeoning online video environment. Hence, traditional players have re-invented bottlenecks in order to maintain their historically leading position in the television market. Although the outcome of this struggle for platform leadership is highly uncertain, all players explore strategies to position themselves in the centre of this market. Rather than embedding in existing ecosystems, both incumbents and new entrants attempt to build and control their own OTT ecosystems that are emerging as complex webs of partnerships, alliances and joint ventures. In such strategic chess games, platform leaders deploy a {\textquoteleft}conquer and divide strategy{\textquoteright} and benefit from partners{\textquoteright} complementary assets. Hence, this struggle for platform leadership is characterised by managing scarcity and controlling bottlenecks as main business strategy.},
  author       = {Evens, Tom},
  booktitle    = {European Media Management Association Conference, Proceedings},
  keyword      = {ecosystem,case studies,business model,power and control,broadcasting},
  language     = {eng},
  location     = {Budapest, Hungary},
  pages        = {14},
  publisher    = {Ghent University, Department of Communication studies},
  title        = {Power play in television: ecosystems and platform leadership},
  year         = {2012},
}

Chicago
Evens, Tom. 2012. “Power Play in Television: Ecosystems and Platform Leadership.” In European Media Management Association Conference, Proceedings. Ghent, Belgium: Ghent University, Department of Communication studies.
APA
Evens, T. (2012). Power play in television: ecosystems and platform leadership. European Media Management Association Conference, Proceedings. Presented at the European Media Management Association Conference (EMMA - 2012), Ghent, Belgium: Ghent University, Department of Communication studies.
Vancouver
1.
Evens T. Power play in television: ecosystems and platform leadership. European Media Management Association Conference, Proceedings. Ghent, Belgium: Ghent University, Department of Communication studies; 2012.
MLA
Evens, Tom. “Power Play in Television: Ecosystems and Platform Leadership.” European Media Management Association Conference, Proceedings. Ghent, Belgium: Ghent University, Department of Communication studies, 2012. Print.