Capturing the volume of cross-bordermedia communication

Pamela Przybylski3, Funda Güngör2, Denise Voci1, M. Bjørn von Rimscha2, Matthias Karmasin1, 4, Klaus-D. Altmeppen3

1Alpen-Adria-University Klagenfurt, 2Johannes Gutenberg-University Mainz3Catholic University Eichstaett-Ingolstadt, 4Austrian Academy of Sciences

12th World Media Economics and Management Conference

New York, USA | May 2-6, 2016

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What we know and don‘t know

Previous studies focus on: Joint ventures

Direct investments

Case studies

Desideratum Comparative study analyzing multidirectional flows instead of bi-

national media trade

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How does a media product look like when it crosses a boarder?

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Background: The cbmc project

When,

How,

And Whyis media communication transcending national and cultural borders?

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Theoretic framework

Recursive media market-/media companies model

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Management analyses

Capturing import and export of media products

Identifying the structures of media companies

Analyzing strategies and actions of companies

Design and method

Triangulation of theories and methods

Methods: secondary analyses, document analyses, standardized survey, in-depth-interviews with media managers, case studies

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Organizational analyses

Market analyses

Germany

Austria

Switzerland

Netherlands

Spain

UK

USA

China

Mexico

India

Market analysis

Measuring the trade of goods and services that establish the specific dual value of media products

Print media: Newspapers, magazines, books

Audio(visual) media: Film, TV, radio

Online media

Trade in media good is more than import and export of final media products

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What to capture?

material and immaterial goods by media type

specified alongside the media industry’s value creating process:

acquisition and production, trading of rights, packaging process

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Acquisitioncontent

productionrights trade Packaging Distribution

Books

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Royalties, translation rights

Rights to reproduce and distribute a manuscript

Design and layout services

E-books

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BooksManuscripts

Acquisitioncontent

productionrights trade Packaging Distribution

Newspapers & magazines

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royalties, news and information, photographs

Reproduction & distribution rights for texts and photo-graphs, title rights

Design and layout services

e-papers, e-magazines

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newspapers and magazines

manuscripts,photographs

Acquisitioncontent

productionrights trade Packaging Distribution

Film and TV

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royalties; license to use stories, formats

reproduction and/or distribution/ exhibition rights; retransmission rights for sports events

Screen design services

films and videos transmitted digitally

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film on a carrier medium

scripts, footage on carrier medium

costs for creative and technical personnel involved in production; post production services

Acquisitioncontent

productionrights trade Packaging Distribution

Radio

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news and information, royalties

royalties, reproduction& distribution rights; retransmission rights for sports events

audio design radio content transmitted digitally

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radio content on a carrier medium

text, manuscript; audio sequences on a carrier medium

Types of data sources

Who?

How?

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PublicGovernmental & official organizations

PrivateCompanies &

associations

InstitutionalIndustry based data structure

FunctionalMarket based data structure

Public data sources

Classification using universal or convertible nomenclature

Data available for Products (tangible or intangible)

HS, CN, BPM, EBOPS, CPC or CPA

Activities (≈Services)ISIC or NACE

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Private data sources

Non-profit organizations such as industry associations

Commercial data sources

Lack of transparency

Incomparable data

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Our approach

Measure media trade across various country

Expand bilateral perspectiveOfficial dataset

Data on both media goods and services UNCTAD Database

Relevant HS and EBOPSAudio visuals, publishing and visual arts

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Volume of foreign trade in Newspapers, journals and periodicals in 2014; HS-2012-Code 4902; in US$

Illustration

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Volume of foreign trade in „audiovisual services” in 2013; EBOPS-2010-Code 11.1.1; in US$

Illustration

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Conclusions

Data sources and limitations

Trade in (tangible) goods

Intangible value not represented value underestimated

Different valuation methods used for im- and export values (Δ up to 20%)

Use either import or export data

Trade in services

Data available on an aggregated level volume overestimated

Use mirror data

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Is it worth the effort?

Cumbersome and far from perfect

But the closest you can get on a quantitaive basis

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Denise Voci

Denise.Voci@aau.at

http://cbmc.info

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