Television market: problems and trends

ринок телевізійних послуг, національний ринок телевізійної реклами, ринок телевізійного контенту, тенденції розвитку національного телевізійного ринку

Abstract

The aim of the study is to analyze the main trends at the television market, which have important role for introducing branding technologies in the marketing activities of Ukrainian TV companies.
A statistical review of the key segments of the global TV market is given: market of TV advertizing, market of Pay TV, market of TV services funded by non-commercial institutions, market of TV content, market of other types of services and goods provided by TV companies. Data involved in the analysis include incomes of TV companies from advertiz¬ing (2011-2017), global incomes from Pav TV (2012-2017), global investment in the public TV sector (2006-2013).
Regarding Ukrainian TV market, the study shows that, although following trends similar to the global ones, it has essential peculiarities that need consideration when managing the brand portfolio at company level. This conclusion is made from scrutinizing statistical data and the authors estimates on segments of the Ukrainian TV market like TV advertizing, Pay TV, satellite TV, public TV, TV content. The reasons behind the peculiarities of the Ukrainian TV market are explicated.
The following conclusions are made: performance and trends at the Ukrainian TV market evidence on tough competition of domestic TV companies, being higher than in the majority of other countries; the economic effectiveness of all the domestic TV companies irrespective of market segment is largely dependent on the scope of the TV audience; great numbers of domestic TV channels, inadequate coverage of their expenses by TV advertizing, lack of transparency in the domestic market of cable and satellite TV are factors in favor of enhancing the effectiveness of brand portfolio building at company level.