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Time Warner Russian Language Essay

1796 words - 8 pages

Анализ маркетинговых особенностей развития  современной
медиаиндустрии на примере анализа холдинга

Time Warner Inc.

Введение

Современная медиаиндустрия, которую компания PricewaterhouseCoopers (PwC) довольно точно охарактеризовала как «увлекательную, но не простую для осмысления» (exciting but challenging), предоставляет уникальные возможности для исследования бизнес-моделей фирм, их эволюции и трансформации в условиях революционных технологических перемен. Производя, по разным оценкам, от 2 до 4% мирового валового продукта, компании этой отрасли имеют колоссальное влияние на всю мировую экономику, выступая в качестве не только экономических единиц, но и ...view middle of the document...

В США медиаиндустрия составляет всего 5,7 процента валового национального продукта (по данным медиабанка Veronis Suhler Stevenson). 

Ни одно традиционное СМИ — газета, журнал, телевидение, радио, являющееся неотъемлемой частью современной медиасистемы, — не может обходиться без особой медиаинфраструктуры, обеспечивающей приток финансовых ресурсов и постоянную доставку новостей. По существу печатные и аудиовизуальные медиа — то только вершина айсберга, возвышающаяся над прочным базисом. И неважно, что этот базис в ежедневной деятельности СМИ не слишком заметен: именно он, его функционирование, обеспечивает единство информационной индустрии, формирует ту незыблемую внутреннюю структуру, которая связывает медиакомплекс воедино. Инфраструктура СМИ — это, во-первых, несколько секторов производства содержания, которое впоследствии распространяется посредством традиционных каналов СМИ. Информационные агентства собирают и распространяют новости, использующиеся печатными и аудиовизуальными медиа. Студии звукозаписи выпускают пластинки, кассеты, компакт-диски — основу программ для большинства радиостанций. Производители телепрограмм, видео- и киностудии — это своего рода фабрики производства содержания для телевизионных каналов. Во-вторых, инфраструктуру СМИ составляют те предприятия, которые обеспечивают медиапредприятиям постоянный приток денег, — рекламные агентства и ПР-агентства. Эти типы предприятий обеспечивают «стыковку», связь индустрии свободного времени, в которой самое важное место занимают средства массовой информации, и маркетинговых коммуникаций, являющихся неотъемлемой частью любой рыночной экономики. Однако значение рекламы и системы связей с общественностью для медиасистемы определяется не только их финансовой ролью, но и тем, что произведенные рекламными и ПР-агентствами материалы также составляют важную часть содержания СМИ.

Структуру современной медиа индустрии делят на четыре составные части.

1.Печатные СМИ

2. Аудиовизуальные (электронные) СМИ

3.Киноиндустрия

4. Новые медиа, которые включают :
Электронные книги (устройства для чтения, электронная бумага)
Digital Radio (интернет радио)
Цифровое телевидение (кабельное, спутниковое)
Видео игры (консольные, компьютерные, мобильные)
Мобильная связь (дополнительные функции помимо телематических услуг голоса)
Медиа-фасады (светодиодные панели, проекции и т.д.)
Видеоиндустрия (видео арт, видеоблоги)

В середине 2012 года (июнь 30,2012) было 1,5 млн пользователей интернета в Латвии (представляющие 69,9% населения), по данным Internet World Stats.
В первом квартале 2011 года, 66,2% лиц в Латвии имели доступ к интернету, по сравнению с 62,5% в 2010 году.
Доступ в Интернет по возрастным группам, первый квартал 2011 года:
- 16-24 лет: 98,0%
- 25-34 лет: 91,1%
- 35-44 лет: 79,8%
- 45-54 лет: 59,8%
- 55-64 лет: 40,8%
- 65-74 лет: 13,2%
79% пользователей интернета в Латвии участвовали в социальных сетях в первом квартале 2011 года, по данным статистики.

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