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Schumpeter

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Value Chain Analysis

Contrary to the highly fragmented broadcasting markets around the world, in Hong Kong you only have a small number of major players that dominate the market landscape. This becomes evident when comparing the value-chains of the major players in China and the far more competitive market in the US.

As we can see in competitive markets there are many firms that are present in different segments along the value-chain. Sony for example is a content provider; Fox a content aggregator and Astra a broadcast network operator. Even as there are some companies that are more vertically integrated, like BBC and Sky, it does not present the industry norm. Due to the little competition and the limited resources in the industry, TVB caters to the entire value chain. Whilst this may seem efficient in terms of synergies and processes it does pose many threats to the innovative and creative evolution of the broadcasting industry.
Moreover, with the advent and rapid adoption of on-demand, HD and 3D services, boundaries separating `standard’ and `augmented’ services are fast disappearing. So while a vast majority of any broadcaster’s customers are still happy to turn on the television and wait for the 9 pm movie to begin, many others instead prefer to watch it at a time which suits them using specific technological devices such as cell phones, notebooks or tablets. This presents both, a challenge to stay connected with your existing customers beyond regular viewing hours, and an opportunity to reach out to a new and predominantly younger customer segment that is almost constantly connected. As this landscape changes, so will the value-chain split. This has implications for broadcasting companies in the sense that they will have to adapt quickly; something that is atypical for inflexible whole value-chain providers.

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