Análise do mercado de TV por assinatura

Resumo

This present work intends to analyze the relations among both product and cost structures and verticalization, considering the application of basic microeconomics theory. It has been acknowledged that channel bundles offered to customers might be explained through 3 effects: Price Discrimination, Complementation amongst groups of channels and Dispersion towards paying tendency amongst channel groups. Within those above mentioned hypothesis, it has been identified that customer revenue, stimu- lation to acquire an advanced channel through the acquisition of a basic channel and/or the dispersion towards paying tendency justify an offer strategy consistent with televi- sion channel bundles. It has been established that Pay-TV Market is characterized by high market power associated to the available infrastructure (high fixed cost), and that verticalization among companies that belong to the audiovisual market productive chain is a usual phenomenon on such market. It has been also identified that there can be discriminatory practices related to the imposition of limits to the use of distribution network by competitors. Notwithstanding, Vertical Integration can be motivated by technological economic issues or integration earnings due to successive monopolies which lead to economic efficiency earnings and, therefore, are not hold to be discriminatory practices. In the process of studying those main models in order to analyze market structure, we identified that the role of fixed cost is decisive for its structure and that the number of companies on such market is not a determinant to its efficiency.

Ficha do documento

Tipo

Dissertação

Ano

2008

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/2688

Temas

Economia

Palavras-chave

Pay-TV marketMicroeconomics theoryVertical integration in cable television industryMarket structureIndustrial organizationMercado de TV por assinaturaVerticalização da cadeia produtivaEconomiaTelevisão por assinaturaIntegração verticalInovações tecnológicasOferta e procura