ERIC Number: ED253200
Record Type: RIE
Publication Date: 1985
Reference Count: 0
Commercial Transnational and Neighbour Country TV in Europe. Economic Consequences and Consumer Perspectives. Case: Sky Channel and West German TV from a Danish Perspective. Skriftserie E, nr. 14.
The commercials on the Sky Channel, the first pan-European satellite television channel, and on the West German Channel 2 (or ZDF) are analyzed in this report. The study summarizes an investigation of the economic consequences of transborder television advertising in Europe and the consequences for consumers if television advertising grows or is introduced into a country where, previously, no television advertising has been premitted. Included are: a description of the Sky Channel and the viewing of West German television commercials in Denmark, a documentation and description of the kind and amount of advertising on Sky Channel for three months and on ZDF for one week in 1984, and an analysis of the information content of the commercials. Additional details are provided on the history, audience, and programming of Sky Channel; the basic structure of West German television and the fundamental rules for West German television advertising; the study methodology; and the concern that transborder television advertising may cause a competitive disadvantage for local or national brands that cannot afford satellite or neighbor-country advertising. The coding scheme used for the content analysis is included. (LMM)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Arhus Graduate School of Economics, Business Administration and Modern Languages (Denmark).
Identifiers: Denmark; West Germany