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1、EntertainmentandMedia:MarketsandEconomicsProfessorWilliamGreeneEntertainmentandMedia:MarketsandEconomicsBusinessModelsforOnlineEntertainment1/53TheMarketCopyrightedmaterialEntertainmentproducts:Music,movies,books,news/sports/weather,videos,…Usesofmusic:Performances,downloads,themesandba
2、ckgrounds,advertisements,ascomponentsinvideos,…2/53ElementsoftheBusinessModelGeneratingRevenue:SellingCommodities:AmazonSellingorCreatingExperiences:Copyrightedmaterial,largelytheadvertisingbasedprovidersClaimantstotheRevenueVariableinputs(labor,etc.)CapitalistsCopyrightowners3/53MajorC
3、hallengesforProvidersofDigitalEntertainmentDelivery-BandwidthValuationPricingandRevenueGenerationCompensatingCopyrightOwners(purchasingcontent)4/53Valuation5/53www.msnbc.com/id/21458486/Employingawellknowntheorem: $240M/0.016=$15.0B6/53http://www.techcrunch.com/2006/10/09/google-has-acq
4、uired-youtube/7/53http://money.cnn.com/2008/02/01/technology/microsoft_yahoo/index.htm?cnn=yes8/53YahooValuationYahoo!2004GrossRevenue:3.6billionYahoo!2004NetIncome:0.84billionMicrosoftPrice:$45BIfYahoo!isessentiallythesamecompanyin2008,we’dexpect ($7B/$3.6B)$0.84B=1.63Bprofitperyear.$4
5、5Boffer=27.6timesearnings!But,infirstquarter2008:9/53Nobodyknows…10/53AMarketforEntertainmentConsumersCreatorsTransactionCosts11/53TheIntermediariesConsumersCreatorsASCAPBMISESACSoundExchangeEMIBMGWarnerUniversalViacomEtc…YahooAOLRealYouTubeFacebookandsoon…PlustheMarketfortheActualServi
6、cesoftheIntermediariesMusiccomposers,authorsandpublisherscanlicensedirectlyaswellasthroughASCAPorBMI.12/53MusicVideosProducedandownedbytherecordlabels:EMI,Universal,Sony(BMG),WarnerOncefree:DistributedfreeasadvertisingtoVH1andMTVFreenomore–millionsinroyaltiespaidbyusers.13/53MusicVideoD
7、istributionYouTubeandUniversaltoCreateaHubforMusicByMIGUELHELFTPublished:April9,2009(NewYorkTimes)SANFRANCISCO—YouTube,themostpopularonlinevideosite,andUniversalMusicGroup,theworld’slargestmusiccompany,saidonThursdaythattheywouldcreateanonlinehubformusicvideosandrelatedcontent,
