Austria

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This empirical paper examines the issue of willingness to pay (WTP) for public service media (PSM) in Austria and neighboring Germany. Therefore, a non-representative quantitative online survey (N = 1,633) was conducted in June and July 2016 in both countries.

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Young audiences seem to be hard to reach for Public Service Media [PSM] in an increasingly fragmented media landscape. This paper contributes to the necessity to examine attitudes, eval-uations and expectations of young recipients towards PSM.

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In recent decades Public Service Media (PSM) in Europe have been experimenting with innovations in the production, distribution and content of online news and journalism.

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Almost two decades ago, public service broadcasters discovered the internet (see e.g. Moe 2008a). By implementing online platforms, they crossed the boundaries of radio and television as their traditional channels. Today, public service broadcasters in European countries have successfully established online platforms (see e.g. Brevini 2013) and therefore became public service media (PSM).

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Public service broadcasting organizations (PSB) sit uncomfortably between two chairs. They sit half-way on a chair which is figuratively located in the post World War II era when the raison d’être of public media was generated, and justified by various scarcities.

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For the audience, it is sometimes hard to distinguish: Shows, feature films, and games are transmitted both on private-commercial as well as public service television networks. The script is similar, the set-up is similar and even the advertising that goes with it is (often) similar.

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