MEDIA ECONOMICS

WEEK 1

10 Minutes 20 Minutes
• Welcome and Set up • Coffee Break

20 Minutes 15 Minutes
• Distribution of Media Market • CAM Program Talk and
Review. Discussion of Experiences.

30 Minutes 60 Minutes
• Demand Curves on Media • First Quiz
• Long Tail Economy
OF THE MEDIA MARKETS
OF THE MEDIA MARKETS

SECOND LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

MARKET OR INDUSTRY
OF THE MEDIA MARKETS

THIRD LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

INTEGRATION MODELS
OF THE MEDIA MARKETS

FIRST LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

MARKET STRUCTURES
OF THE MEDIA MARKETS

MARKET OR INDUSTRY
OF THE MEDIA MARKETS

SECOND LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

INTEGRATION MODELS
OF THE MEDIA MARKETS

MARKET STRUCTURES
OF THE MEDIA MARKETS

THIRD LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

INTEGRATION MODELS
OF THE MEDIA MARKETS

MARKET STRUCTURES
OF THE MEDIA MARKETS

FIRST LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

THIRD LAYER OF THE

DUAL PRODUCT MARKET
OF THE MEDIA MARKETS

MARKET STRUCTURES
DEMAND CURVES
ON MEDIA

Alejandro Kessler
manuel.kessler@unisabana.edu.co

Media Economics 2021-1

Audiovisual Communication and Multimedia
DEMAND
TRADITIONAL
DEMAND CURVE
DEMAND CURVE

The higher the

price, the lower
the demand.

The lower the

price, the higher
the demand.
DEMAND CURVE
ELASTICITY
OF DEMAND
DEMAND CURVE

Changes in
price results in
a greater
demand.
DEMAND CURVE

Changes in
price results in
equivalent
change in
quantity.
DEMAND CURVE

Lowering the
price does not
present a
higher demand.
CROSS-ELASTICITY
OF DEMAND
 OF DEMAND

• The more elastic the supply, the more

elastic the demand… In more than one single

market.

• Niches of audiences

• Segmented markets.

• Depends on the nature of each medium.

Characteristics
LONG TAIL
ECONOMY
ECONOMY
ECONOMY
0-400M
$ 27M 400-1000M
348 362 $ 32M
New Releases
50
141
Re-releases and
Box Office
*Gross in Thousands
Festivals
1000-3000M
$ 70M Releases
39 Previous year
Comparative
3000-5000M
$ 31M
Box 8
+12000M
$ 386M Office
15
Range 5000-7000M
$ 55M
2019 9

7000-
12000M
$ 54M
6
ECONOMY
NEW ENVIRONMENT
NEW ENVIRONMENT
 DON’T FORGET READING

Albarran, A. (2010b). Multiplatform Media Enterprises.

In 2010 Taylor & Francis (Ed.), The Media Economy (p.
216). Routledge; 1er edición (17 Junio 2010).