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Monopole télévisuel et publiphobie

Published online by Cambridge University Press:  17 August 2016

Nathalie Sonnac
Nathalie Sonnac*
Affiliation:
Université de Paris II et CREST/LEI
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Résumé

L'analyse contenue dans cet article envisage une chaîne publique et unechaîne privée en monopole comme deux hypothèses alternatives concernant lastructure du marché télévisuel. Nous comparons les tarifs et les valeurspublicitaires émergeants de ces hypothèses alternatives en supposant lestéléspectatrices ont une aversion pour la publicité. Nous montrons que letarif, sous l'hypothèse d'un monopole public excède le tarif qu'imposeraitun monopole privé quel que soit le niveau des coûts fixes de production dela chaîne.

Summary

Summary

This paper examines the television industry assuming two alternative marketstructures : private or public monopoly. We compare the advertising tariffsresulting from these two situations under the assumption that TV-watchersare advertising averse. We find that a public firm always selects a higheradvertising tariff than the tariff which would be proposed to advertisers bya private monopolist. As a consequence, a shorter period of emission time isdevoted to advertising under public ownership of the TV-network.

Keywords

Monopole Télévisuel et PubliphobieD4L82M3TV BroadcastingMonopolyAdvertisingD4L82M3

Information

Type
Research Article
Information
Recherches Économiques de Louvain/ Louvain Economic Review , Volume 68 , Issue 4 , 2002 , pp. 511 - 524
Copyright
Copyright © Université catholique de Louvain, Institut de recherches économiques et sociales 2002 

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Footnotes

*

Je remercie les professeurs Jean J. Gabszewicz, Victor Ginsburgh et les membres du CREST/LEI pour leurs remarques et commentaires, ainsi que les rapporteurs anonymes.

References

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