Publication: Fundamentos del negocio de los servicios de tarificación adicional a través de sms premium
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2017-03-02
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Universidad Complutense de Madrid
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Abstract
El tradicional planteamiento económico de las televisiones, consistente en la oferta de unos espacios publicitarios a cambio de una cantidad de dinero que es mayor o menor en función de la audiencia de la franja horaria ofrecida a los anunciantes para vender sus productos, resulta hoy muy simple, aunque persiste, porque la inversión publicitaria sigue siendo la principal fuente de ingresos para el medio. La caída de la inversión publicitaria y la fragmentación de la audiencia han reducido muy ampliamente el caudal de esa principal fuente de dinero, vislumbrándose el sinsentido de ese esquema y, ante ello, los gestores de las televisiones comenzaron a desarrollar otras actividades comerciales, que implicaban aprovechar la atención del espectador televisivo, para convertirlo en cliente directo. Una de las más destacadas formas de generación de ingresos adicionales por parte de las televisiones se ha basado en la explotación de las posibilidades del teléfono móvil como instrumento de negocio, realidad que no se explica únicamente por el hecho de que la telefonía móvil sea uno de los inventos con mayor éxito social de los últimos tiempos, sino que la gran explicación de ello se encuentra en el hecho de que la televisión ha sabido desarrollar, en torno al mismo, un inteligente modelo de negocio, que por el contrario no se ha configurado en el caso de otros sistemas de comunicación aún incluso más potentes, como Internet. Así, la televisión ha promovido un negocio que ha generado importantísimos ingresos adicionales, durante más de una década, y desde antes incluso de que aparecieran las mencionadas complicaciones en la manera habitual de hacer negocio de la empresa televisiva...
Television networks’ traditional economic approach, consisting of offering certain advertising spaces in exchange for a certain amount of money which is higher or lower depending on the audience in the time slot offered to advertisers to sell their products, is very simple nowadays, as it happens, yet it still lives on, given that advertising investment continues to be the main source of income for this medium. The decline in advertising investment and the fragmentation of the audience have greatly reduced the flow of that excellent source of money, envisaging the lack of sense of that model and, in light of this, television managers started to develop other business activities, which involve making the most of television viewers’ attention, so as to turn them into direct clients. One of the most remarkable ways of generating additional income by television networks has been based on the exploitation of the possibilities of mobile phones as business resources. This reality is explained not only because mobile telephone services are one of the most socially successful inventions in the latest years, but the great rationale behind it is to be found in the fact that television networks have been able to develop a smart business model around it, which has not unfolded, however, in the case of other communication systems that are even more powerful, such as the Internet. Thus, television networks have promoted a business which has accounted for very significant additional income, for more than a decade, and even before the said complications occurred in the usual way of doing business by television companies...
Television networks’ traditional economic approach, consisting of offering certain advertising spaces in exchange for a certain amount of money which is higher or lower depending on the audience in the time slot offered to advertisers to sell their products, is very simple nowadays, as it happens, yet it still lives on, given that advertising investment continues to be the main source of income for this medium. The decline in advertising investment and the fragmentation of the audience have greatly reduced the flow of that excellent source of money, envisaging the lack of sense of that model and, in light of this, television managers started to develop other business activities, which involve making the most of television viewers’ attention, so as to turn them into direct clients. One of the most remarkable ways of generating additional income by television networks has been based on the exploitation of the possibilities of mobile phones as business resources. This reality is explained not only because mobile telephone services are one of the most socially successful inventions in the latest years, but the great rationale behind it is to be found in the fact that television networks have been able to develop a smart business model around it, which has not unfolded, however, in the case of other communication systems that are even more powerful, such as the Internet. Thus, television networks have promoted a business which has accounted for very significant additional income, for more than a decade, and even before the said complications occurred in the usual way of doing business by television companies...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 03-02-2016