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Magisterarbeit / Master's Thesis MAGISTERARBEIT / MASTER’S THESIS Titel der Magisterarbeit / Title of the Master‘s Thesis „Lizenz- und Formathandel im deutschen Kinderfernsehen“ verfasst von / submitted by Mag.phil. Stephanie Verena Scholz, Bakk.phil. angestrebter akademischer Grad / in partial fulfilment of the requirements for the degree of Magistra der Philosophie (Mag.phil.) Wien, 2016 / Vienna 2016 Studienkennzahl lt. Studienblatt / A 066 841 degree programme code as it appears on the student record sheet: Studienrichtung lt. Studienblatt / Publizistik- und Kommunikationswissenschaft degree programme as it appears on the student record sheet: Betreut von / Supervisor: Mag. Dr. Christian Steininger, Privatdoz. Mitbetreut von / Co-Supervisor: „These businesspeople are not simply involved in buying and selling television shows, but also in deciding which program genres, aesthetic practices, national and ethnic identities, narrative techniques, and types of characters will and will not circulate internationally.“ (Havens 2010: 207) III IV Eidesstattliche Erklärung Hiermit bestätige ich an Eides Statt, die vorliegende Arbeit eigenständig verfasst zu haben und entsprechend der Richtlinien des redlichen wissenschaftlichen Arbeitens der Universität Wien sorgfältig überprüft zu haben. Die aus fremden Quellen direkt oder indirekt übernommenen Gedanken sind als solche kenntlich gemacht. Diese Arbeit wurde bisher in gleicher oder ähnlicher Form keiner anderen Prüfungsbehörde vorlegt und auch noch nicht veröffentlicht. Wien, im September 2016 _______________________________ Stephanie Scholz V VI Inhaltsverzeichnis 1 Einführung: Kinderfernsehen in Deutschland ........................................................................................ 1 1.1 Gegenstand und Problemstellung: Fernsehen als Leitmedium der Familie .......................................... 3 1.2 Ziele und Relevanz: Meinungsmacht und Medienkonzentration ............................................................... 5 1.3 Stand der Forschung: Kinderfernsehen in der Fernsehforschung ............................................................. 6 1.3.1 Historische Fernsehforschung und TV-Wirkungsforschung ................................................................ 7 1.3.2 Strukturelle (Kinder-)Programmanalyse in der Fernsehforschung .................................................. 7 1.3.3 Produktion und Beschaffung von (Kinder-)Fernsehinhalten in der Fernsehforschung ........ 11 1.4 Forschungsfragen ......................................................................................................................................................... 16 1.5 Vorgehensweise und Aufbau der Arbeit............................................................................................................. 16 2 Theoretischer Rahmen: Medienökonomie und Kinderfernsehen in Deutschland .................. 19 2.1 Medien als ökonomisches Gut................................................................................................................................. 20 2.2 Medien als meritorisches Gut.................................................................................................................................. 23 2.3 Neue Institutionenökonomik nach Marie Luise Kiefer ................................................................................ 25 2.3.1 Property Rights Ansatz ...................................................................................................................................... 26 2.3.2 Transaktionskostenökonomik ........................................................................................................................ 27 2.3.3 Größen- und Verbundvorteile im Rundfunksektor ............................................................................... 29 2.3.4 Medienkonzentration: Vertikale Integration und Verflechtungen im Fernsehsektor ............ 31 2.4 Akteure und Akteurskonstellationen im deutschen Fernsehmarkt ....................................................... 36 2.4.1 Akteure in der Programmbeschaffung und Produktion von Kinderfernsehen ......................... 36 2.4.2 Akteurskonstellationen in der Programmbeschaffung und Produktion ...................................... 43 2.4.3 Fernsehproduktion in Netzwerken: Organisations- und Strukturationstheorie ...................... 46 3 Zum Gegenstand: Kinderfernsehen ........................................................................................................... 51 3.1 Definitionen und Begriffsbestimmungen ........................................................................................................... 51 3.1.1 Produktionsformen: Eigen-, Ko- und Auftragsproduktion ................................................................. 52 3.1.2 Programmbeschaffung und Lizenzhandel ................................................................................................. 52 3.1.3 Formathandel ......................................................................................................................................................... 53 3.1.4 Licensing .................................................................................................................................................................. 54 3.1.5 Windowing .............................................................................................................................................................. 55 3.1.6 Bartering .................................................................................................................................................................. 56 3.1.7 Output Deals und Volume Deals..................................................................................................................... 57 3.1.8 Programmmessen ................................................................................................................................................ 58 3.2 Geschichte des Fernsehens in Deutschland ...................................................................................................... 59 3.3 Geschichte des Kinderfernsehens in Deutschland ......................................................................................... 62 3.3.1 Entstehung der Kinderspartensender in Deutschland ......................................................................... 63 3.3.2 Entwicklung und Besonderheiten des deutschen Kinder(sparten)programms ....................... 65 3.3.3 Der Rundfunkstaatsvertrag und die Auswirkungen auf das Kinderprogramm ........................ 67 VII Inhaltsverzeichnis 3.4 Formen der Beschaffung und Produktion von Kinderfernsehen ............................................................. 72 3.4.1 Programmrechtehändler in Deutschland................................................................................................... 72 3.4.2 Ursachen und Motive des internationalen (Kinder-)Programmhandels...................................... 79 3.5 Deutsches Kinderfernsehen im Jahr 2015: Vollprogramme, Spartensender und Nutzung ......... 88 3.5.1 Marktanteile: Zuschauer und ihre Nutzung von Kinderprogramm ................................................ 91 3.5.2 Was Kinder sehen: Gerichtete Nutzung von Kinderprogramm ........................................................ 98 3.5.3 Programmzeiten: Nutzung von Kinderfernsehen im Tagesverlauf ............................................. 101 3.6 Zwischenfazit: Merkmale der Produktion, Beschaffung und Nutzung ............................................... 103 4 Empirische Untersuchung: Programmanalyse einer natürlichen Sendewoche .................... 107 4.1 Vorgehensweise: Methodendesign und methodologische Fundierung ............................................. 107 4.2 Stichprobe und Stichprobenkorrektur ............................................................................................................. 108 4.3 Ergebnisse der empirischen Analyse: Formale Merkmale und Produktionscharakteristika ... 110 4.4 Deutsche Kinderspartensender: Programmanalyse und Besitzverhältnisse .................................. 117 4.4.1 KiKA (frei empfangbar) ................................................................................................................................... 117 4.4.2 Super RTL (frei empfangbar) ....................................................................................................................... 119 4.4.3 Disney Channel (frei empfangbar) ............................................................................................................. 123 4.4.4 Nickelodeon (frei empfangbar) ................................................................................................................... 125 4.4.5 RIC (frei empfangbar) ...................................................................................................................................... 128 4.4.6 Disney Junior (Pay-TV) ................................................................................................................................... 131 4.4.7 Disney XD (Pay-TV) .......................................................................................................................................... 132 4.4.8 Nick Jr. (Pay-TV) ................................................................................................................................................. 134 4.4.9 nicktoons (Pay-TV) ..........................................................................................................................................
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