Modeling Media Markets: How Important is Market Structure?

David Young

Journal of Media Economics, 2000, vol. 13, issue 1, 27-44

Abstract: The traditional approach to studying media markets based on structure-conduct-performance relations has become more complex as the analysis of firms' strategic behavior has emphasized the heterogeneity of possible market outcomes. It is argued that although greater analysis of firm strategic behavior is required, an investigation of market structure and ownership patterns remains critical for the elucidation of the nature and extent of market power. The recent history of television markets in Germany and the United Kingdom provides an example of the significance of trends in concentration and ownership for the development of competition. In addition, a full account of firms' power may require consideration of alternative perspectives on the competitive process, but again market structure remains important.

Date: 2000
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DOI: 10.1207/S15327736Me1301_3

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