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Case Study

*Text boxes show a summary of the article in the Case Study.

Evidence A






Provides a brief background to the main UK TV Networks.


Evidence B

*YouTube strikes deal with UK broadcasters to test pre-roll
advertisements






Types of Advertisement:

Google (owners of YouTube) has to find a format…

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Revenuesharing: YouTube already uses, those owners of videos which
attract thousands of viewers get a share of the revenue generated by
advertisements alongside their clips.

YouTube Partnerships with Content Providers:
(BBC, C4, National Geographic, Discovery Channel)

A limited amount of money can be made through selling advertising
space alone amateur…

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Licence fee accounts for 75% of BBC revenue, other 25% from `BBC
Worldwide' ­ the main commercial arm of the BBC (selling BBC programs
overseas, generating partnerships (e.g. YouTube), magazines, etc.)
DOES this represent good value for money?
BSkyB viewers pay £500 a year ­ however that is by choice…

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(Institute of Practitioners in Advertising) ­ aim is to provide estimates of the
number of people watching television, including which programs and at which
times.
The research is based on a representative sample of 5,100 volunteer
homes the costs of BARB are met by selling the data collected.

The BBC…

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Given that the 3 joint venture partners between them controlled the vast
majority of UK content, then the fear was that they would enjoy monopoly power
in the retail market and increase their prices.
They would enjoy monopoly power in the wholesale market and be able to
strike a harder…

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How independent is the government in the new arrangement? The political
pressure is evident is France (also raised in the Licence Fee ­ BBC).
It appears the new arrangement announced by the Minister has more to
do with politics and personal business interests than the economy.
Political control of the…

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Would bring competition to this whole area of broadcasting.

Evidence I

*The role of television advertising







This article is on the adverse health consequences of watching TV.

TV viewing would not be classed as a demerit good because these
consequences fall on the consumer (not a third party), so government…

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