Beschreibung
In this reader media experts discuss the prospects and problems of program
exchange between German and Chinese Broadcasters. They explain that program
exchange is not the cockaigne one could assume with regard to the non-rivalry of
media content and the huge Chinese TV market (more than 300 million TV
households and an estimated 180,000 hours of weekly broadcast time across all TV
platforms), but that many economic peculiarities of the media that only can be read in
the footnotes of economic text books are highly relevant in practice. To trade TV
programs with China thus requires a solid knowledge about the TV business in
general, but also about the Chinese media order and the Chinese society, and the
Chinese way of business.
Dr. Manfred Kops is the Management Director of the Institute for
Broadcasting Economics at the University of Cologne, Germany. Dr. Stefan
Ollig worked as researcher at this Institute.
