Abstract
The field of multi-platform television is suffering from a Babylonian clutter of definitions and concepts hampering its development especially in terms of establishing new business models for it. Thus, a clear notion of the concepts and definitions within an emerging business field is necessary to identify and develop new opportunities for value creation. To enhance the research field of multi-platform TV the article disentangles the clutter of concepts by defining and aggregating the terms into two groups: Hybrid TV and multi-screening. Based on this differentiation between Hybrid TV and multi-screening and recent studies on customer behaviour, the authors discuss emerging business model opportunities for TV broadcasters within a reconfigured framework differentiating between three dimensions: content, apps and services, and revenues. Finally, the framework is used within a case study of the ProSiebenSat.1 Media Group – Germany’s second largest and most innovative private TV broadcaster – to describe and analyse the actions of ProSiebenSat.1 in response to the rapidly changing environment.
Highlights
Introduction ‘One secret to maintaining a thriving business is recognizing when it needs a fundamental change’ (Johnson/Christensen/Kagermann, 2008)
To address the issue of ambiguous definitions and concepts hampering the development of TV business models the paper is twofold: firstly, we develop a business model framework distinguishing between Hybrid TV and multi-screening as well as between the dimensions: content, apps and services and revenues
P7S1 is a suitable object of investigation to highlight recent initiatives in the direction of Hybrid TV and multi-screening from a TV broadcaster’s perspective
Summary
Introduction ‘One secret to maintaining a thriving business is recognizing when it needs a fundamental change’ (Johnson/Christensen/Kagermann, 2008). As indicated by several studies (Knab, Pezzei & Dancu, 2015; Ofcom, 2013; Rhody, Adler, González & Neumüller, 2014; Stroehmann and Oetjen, 2013) consumers already use the Baumann and Hasenpusch: Multi-Platform Television and Business Models possibilities of connected devices and digital distribution channels to access audio-visual content anywhere (with a connection), anytime and on any device, whether they are at home, on the go or at work Besides this extended mobility, such technology enables TV viewers to switch from the passive, lean-back consumption mode of linear television towards an interactive, lean-forward, and online multi-screen TV experience (Adams, 2008: 67). The paper closes with summarising remarks and an outline of further investigations (section 6)
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