2025. 04. 10.

Television „TV is wonderful – just wonderful. Why, TV has brought me the

whole world. I just love it. I love everything. I love to see our
President, that’s something I could never do. And I love the stories
Lecture 8 and the westerns. I just love every minute. It’s the most thrilling
thing of my life.”

Gary A Steiner: The people look at television, 1963

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„I am an old man and all alone, and the TV brings people and „TV engineers are going to roast in hell till eternity as a result of
music and talk into my life. Maybe without TV I would be ready to what they have done.”
die; But this TV gives me life. It gives me what to look forward to
– that tomorrow, if I live, I’ll watch this and that program.” Gary A Steiner: The people look at television, 1963

Gary A Steiner: The people look at television, 1963

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The evolutionary stages of television Limited supply television

 Commercial broadcasting (US)  Technology: analogue terrestrial distribution
 State broadcasting (Europe) Limited  Public good service character of the service
 Public service broadcasting (UK+Europe) supply non-excludable
television non-exhaustible
 Dual system of broadcasting (Europe)  Free service (free-to-air, FTA)
 Multichannel television (broadcasting + new technologies)  Revenue sources (business models)
 Non-linear television, On-demand service, Cloud television advertising revenue
licence fee

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Multichannel television Distribution technologies of multichannel

platforms
 Technology: cable, satellite, IPTV
 Private good character of the service
conditional access (CA)  Cable (analogue or digital)
price charged  Satellite (analogue or digital)
 Pay TV service  Terrestrial (digital)
 Revenue sources (business model)
subscription fees
 IPTV (Internet Protocol Television)
pay-per-view (PPV), on-demand
advertising revenue
t-commerce/merchandising

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Non-linear audiovisual services

What are the advantages and
disadvantages of non-linear services
 Technology: digital technologies, broadband internet
from viewer’s perspective? (compared
 Private good character of the service to traditional linear television)
 Revenue sources:
Advertising revenue
Subscription fee
Video-on-demand (one-off fee)
 End devices: television, computer, tablet, mobile, etc

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Supply chain of analogue

broadcasting television
The basic structure of commercial television
market
Players Functions
Program providers Creating content

Broadcasters Creating/packaging content

Selling access to the audience

Viewers Selecting programs and devoting time

Advertisers Financing stations

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Television viewing Why do we watch tv?

 Why do we watch?  good effort/satisfaction ratio
 How do we watch?  escape from problems
 When do we watch?  to kill time
 How much do we watch?  to be well informed
 Where do we watch?

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How do we watch tv? When do we

watch?
 devoting attention
(Hungary,
 background television
2022-23)

Source: Media Council, Nielsen Audience Research

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Average daily viewing time (2021)

Sweden
Denmark
Ireland
Finland
Belgium
Changes in TV viewing
UK
Austria
Spain  Effects of remote control use (zapping)
Germany
Ukraine  Effects of videocassette recorder use → potential time-shifting in viewing
France
Czech Republic  PVR (Personal Video Recorder) → real time-shifting
Slovenia
Italy  Mobility → „place shifting”
Poland
Slovakia  Television viewing as individual activity
Croatia
Hungary  Internet, mobile, streaming as a substitute of television
Greece
Serbia
Bosnia and Herzegovina
Romania

Source: NMHH 0 50 100 150 200

minutes
250 300 350 400

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