Appendix 1: Country Profiles
1.1 The Generic Value Map of the Audio-Visual Industry
A value map is a graphical representation of an industry that shows the positions andinteractions between the various industry stakeholders. For the audiovisual industry, thetwo selected dimensions are the value chain on the vertical axis and the type of media(Cinema, TV, the Internet, Mobile) on the horizontal axis. The value map is best read fromthe bottom up, since many players in the “content production” part of the value chain areusually working for all delivery channels (e.g. same content producers for TV, theatricalrelease, home video and the Internet). The black arrows represent financial flowsbetween different stakeholders.The following figure illustrates a theoretical media value map with ‘typical’ positions for anumber of key players in each of the 18 countries covered in this study.
Figure 38: Generic Value Map
CinematheatresDVDVHSTV’s and Set-top BoxesPCContentDistrib-utorsFilm ProducersRights Owners (music labels, events, sports, …)Technical facilities housesTV ProducersMobileCableSatDTTTV channels
(First, Second & Third Generations)
ISP’sBroadbandPortals and ContentSitesBroadbandInternet Sites
The key elements of the value map are summarised for each European country (18member states of the EU and EEA). The report especially focuses on the structure andthe competitiveness of each market as well as the differentiating factors of each countrycompared to the average European industry value chain and value map. The conclusionsof this analysis will allow the reader to better grasp the results of the scenario models for every country, based on their specific characteristics.
All figures used in this chapter are dated end of 2000, except if specifically mentioned. Main sources used were: IP, Television 2001; EAO, Statistical Yearbook2001 + specific sources for each country.