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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 une chaîne privée en monopole comme deux hypothèses alternatives concernant la structure du marché télévisuel. Nous comparons les tarifs et les valeurs publicitaires émergeants de ces hypothèses alternatives en supposant les téléspectatrices ont une aversion pour la publicité. Nous montrons que le tarif, sous l'hypothèse d'un monopole public excède le tarif qu'imposerait un monopole privé quel que soit le niveau des coûts fixes de production de la chaîne.

Summary

Summary

This paper examines the television industry assuming two alternative market structures : private or public monopoly. We compare the advertising tariffs resulting from these two situations under the assumption that TV-watchers are advertising averse. We find that a public firm always selects a higher advertising tariff than the tariff which would be proposed to advertisers by a private monopolist. As a consequence, a shorter period of emission time is devoted to advertising under public ownership of the TV-network.

Keywords

Monopole Télévisuel et PubliphobieD4L82M3TV BroadcastingMonopolyAdvertisingD4L82M3
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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