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Pläne der EU zur Liberalisierung der Werbebestimmungen in audiovisuellen Medien

Pläne der EU zur Liberalisierung der Werbebestimmungen in audiovisuellen Medien

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Fachhochschule Regensburg, 54 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Grenzüberschreitende Werbung ist in der komplexen Wirklichkeit heutiger internationaler Marktgegebenheiten selbstverständlich. Als nach wie vor eines der effektivsten und streuungsfähigsten Kommunikationsinstrumente ist die Fernsehwerbung auch hinsichtlich supranationaler Anwendung äußerst attraktiv. Firmen, die ihr Produkt in anderen Ländern bewerben wollen und zu diesem Zwecke Werbespots in denselben senden, müssen sich Gedanken über die jeweils gültigen Vorschriften machen. Das Werberecht ist zwar vorwiegend nationales Recht in Form von verschiedenen Gesetzen, Verträgen und Regeln, die Europäische Union (EU) bemüht sich jedoch, hierzu einen einheitlichen Rahmen zu schaffen um die internationale Werbe-Rechtslage zu vereinfachen. Die Richtlinie "Fernsehen ohne Grenzen" bildet dabei die momentan wichtigste Bestimmung, welche mit dem Vorschlag der EU Kommissarin für Informationsgesellschaft und Medien Viviane Reding in Form einer Änderung der genannten Richtlinie bis 2009 ein neues Gesicht annehmen soll. Hierbei sind einige Liberalisierungen im Bereich der Werbung geplant, die es Anbietern von Werbezeiten erleichtern sollen, ihr Angebot zu vermarkten und somit deren Finanzierungsmöglichkeiten zu verbessern. Außerdem ist es geplant, die Richtlinie auf neue Begrifflichkeiten zu erweitern und sie somit von der reinen Fernsehrichtlinie zur Richtlinie für audiovisuelle Medien zu transformieren. Dieser Schritt wird von der EU als notwendig angesehen, um den technischen Entwicklungen auf diesem Sektor gerecht zu werden. Es soll mehr Rechtssicherheit für neue audiovisuelle Verbreitungsformen erreicht werden, sowie eine allgemein gerechtfertigte rechtliche Gleichbehandlung der einzelnen Medien, woraus letztendlich das Resultat einer Verbesserung der Wettb


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Product Details
  • ISBN-13: 9783638689342
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3638689344
  • Publisher Date: 26 Jul 2007
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 154 gr


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