Abstract
This study offers an economic analysis of the television broadcasting industry at the convergence of broadcast and broadband connectivity. It finds that media convergence obscures rather than illuminates the complexity of the current changes in the industry. However, the structure-conduct-performance (SCP) model of industrial organization theory can fruitfully be applied to various questions of the fundamental transformation toward connected TV. Yet, the emerging ecosystem for connected TV in Germany is immature and each provider is struggling to realize an optimal corporate strategy and organizational form in the connected TV domain.
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