Course 2: The interplay of Media Economics And Europan policy in a digital age (28/10 – 30/10)
How do policy-makers and EU rule-making impact the business of media? In this course, we not only discuss existing regulations but also how they have impacted advertising, video-on-demand, European content, etc. through the years.
Course 2: The interplay of Media Economics And Europan policy in a digital age
For those that are following the full program course, 2 is elective.
You can also join for only this course, Because of Covid-19 we have adapted the format in order to enable distance teaching so that all students, taking travel restrictions or personal quarantines into account, can fully take part. This means that this course will be completely online and consist of three one-hour lectures per day.
We often underestimate the impact of regulation in a supposedly ‘free market’. The media sector is heavily regulated and the way the market looks like now has to a great extent been impact by regulation at the national and European level. Future managers of media companies, company lawyers and also lobbyists should be aware of the complex interplay between policy and economics in the media sector.
This course is for anyone with an interest in the interplay between media economics and policy and more specifically: lawyers in need of an update that relates law to economics, regulators, strategy and public affairs departments of media and communication companies, interest groups, politicians and their collaborators, PhD researchers that want to confront their knowledge with industry cases, start-ups active in audiovisual content or working with video-sharing platforms, etc.
- To provide participants with a crash course on these European policy domains that affect doing business in media and communications at large, with a focus on Audiovisual Media Services directive, Digital Single Market policies, and competition
- To show what concrete effects are for companies on the basis of trending cases such as the Netflix tax, the new Audiovisual Media Services directive’s advertising rules, due prominence requirements imposed on smart TV manufacturers and digital TV
providers and licensing deals for broadcasters post-Brexit.
- To make participants familiar with the newly proposed rules on platform-to-business behaviour with a business case placing them in the position of a business confronting a platform that adopts unfair trading practices.
- Audiovisual media services directive, advertising rules, protection of minors, hate speech, video-sharing platforms, copyright directive, investment obligation, media ownership rules, media ownership transparency, …
- Competition law, abuse of dominance, agreements, cartels, price fixing, collaboration in sports rights, Google cases, Amazon investigation, remedies, …
- Broadcasting licenses, Brexit, regulators, …
- Investment obligations, Netflix tax, circular economy, digital tax France, …
- Advertising rules, product placement, limitations, single spots, addressable advertising, innovation, …
- Due prominence, findability, EPG positioning, the position of content in VOD catalogues, consumption interfaces, smart TV environments, digital TV interfaces, …
The course curator
Prof. dr Karen Donders
Since 2015, Karen Donders is employed as a full-time assistant professor at the Faculty of Economic and Social Sciences of the VUB. As head of SMIT’s Media & Society research program, she supervises approximately 45 business, policy and user researchers that work on mediated communication. Her research activities mainly focus on public service media policies and strategies, private television, the interplay between television and distribution platforms, national and European media policy, and the way in which competition policy affects the media sector. She has been passionate about media policy ever since her classes with now rector Prof. dr Caroline Pauwels, giving up on sleep in lieu of heated debates on the course contents with her friends.
She is always expanding her knowledge and will jokingly reply “When I’m dead.” on the question when she will ever stop studying. She firmly believes in learning from failures rather than from successes, as the former will provide lessons that the latter cannot.
Date28 Oct 2020 — 30 Oct 2020
09:30 - 12:30
Online - via Zoom
Wed. 09.30 - 10.40European Digital Single Market Policies and their impact on media markets: Is there meaningful market integration? - Prof. Dr. Karen Donders, Vrije Universiteit Brussel
Wed. 10.30 - 11.15The Audiovisual Media Services directive and its impact on media companies: Are the rules helping or not? - Prof. Dr. Karen Donders, Vrije Universiteit Brussel
Wed. 11.30 - 12.15Netflix taxes and their impact on domestic content production: Is there more money for EU works? - Prof. Dr. Tim Raats, Vrije Universiteit Brussel
Thur. 09.30 - 10.15Agreements between media companies: antitrust do’s and don’ts. - Prof. Dr. Ben Van Rompuy, Leiden University
Thur. 10.30 - 11.15Abuse of dominance in media markets: when are companies crossing the line? - Prof. Dr. Ben Van Rompuy, Leiden University
Thur. 11.30 - 12.15The (media) platform dimension of competition policy: Can we do something about platform power? - Prof. Dr. Ben Van Rompuy, Leiden University
Fri. 09.30 - 10.15Streamz, the ‘Flemish Netflix’: Will it work and how important has regulation been in making it happen? - Mr. Geert Vochten, Telenet
Fri. 10.30 - 11.15Implementing EU rules on Video-Sharing Platforms: Easier for the big guys- Dr. Sally Broughton Micova
Fri. 11.30 - 12.15Findability of domestic content: Why we need rules on due prominence in video-on-demand environments? - Mr. Michel Flamme, VRT
Fri. 12.30 - 13.15How the Audiovisual Media Services directive impact advertising business models - Ms. Magali Delhaye, AMC Networks International Southern Europe
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