Discussion by Elena Argentesi University of Bologna

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Presentation transcript:

Discussion by Elena Argentesi University of Bologna Exclusive vs overlapping viewers: Two-sided multi-homing in media markets Discussion by Elena Argentesi University of Bologna Conference on “Competition Policy in Two-Sided Markets” Toulouse, 1 July 2006

Summary of the paper Objective of the paper Analyse advertising choices by broadcasters in a context of multi-homing viewers. The model Similar to Anderson and Coate (2005), but: ● multi-homing viewers ● exogenous programming choice ● homogeneous advertisers ● three platform ownership structures: discriminating monopoly, non-discriminating monopoly, duopoly  Main insight: more advertising (with respect to the case of exclusive viewers) in order to reduce the overlap in viewership.

Comments The model: ● What it the time span in which viewers switch?  Case t’=t” ( ω=ω’) ● Static vs dynamic model: would it not be more realistic to model switching of viewers between channels in a dynamic way? (extension in Anderson and Coate, 2005) ● Programming choice exogenous: welfare implications ● Is the marginal value of advertising spots really decreasing?  empirical evidence

Comments Application (1): ● German broadcasting market: - your model would predict that moving the program content closer to the competitors’ content lower profits  why doing it then? - how does your model work with n firms like here? - again, difficult to motivate within a model of exogenous program choice - Alternative explanations: targeted advertising (younger viewers more valuable to advertisers); viewers not uniformly distributed

Comments Application (2): ● ITV premium puzzle - was there really an increase in advertising volumes or only in prices? - Does it not depend more on the choice of programming (mass programs)?