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Cuadrilatero MÁSTER EN DIRECCIÓN DE LA EMPRESA AUDIOVISUAL PROYECTO FIN DE MÁSTER CUADRILÁTERO AUTORES Juan Pablo Coronel Carlos Jiménez Serrano Néstor Martín González Felipe Menal Perucho Diego del Pozo Rosa CURSO 2010/2011 Fecha de presentación 10 de octubre de 2011 Instituto de Cultura y Tecnología “Miguel de Unamuno” Universidad Carlos III de Madrid Contenido 1.1.1.1 Estudio del mercado Español .................................................................................................. 9 1.1.1.1 Panorama General del Mercado Español .............................................................................. 26 1.1.1.2 Cadenas de televisión............................................................................................................ 27 1.1.1.3 Productoras de España .......................................................................................................... 28 1.1.1.4 Productos de España ............................................................................................................. 29 1.1.2.1 Panorama General del Mercado Europeo ............................................................................ 34 1.1.2.2 Principales Mercados Europeos Alemania ............................................................................ 35 1.1.2.2 Principales Mercados Europeos Francia ............................................................................... 36 1.1.2.2 Principales Mercados Europeos Italia ................................................................................... 37 1.1.2.2 Principales Mercados Europeos Reino Unido ....................................................................... 44 1.1.2.3 Legislacion Europa ................................................................................................................. 45 1.1.2.3 Marco legislativo Europeo .................................................................................................... 46 1.1.2.4 Ayudas Europa ...................................................................................................................... 49 1.1.2.4 Ayudas Europeas al Sector .................................................................................................... 51 1.1.3.1 Panorama General del Mercado Latinoamericano ............................................................... 55 1.1.3.2 Principales Mercados Latinoamericanos Argentina .............................................................. 56 1.1.3.2 Principales Mercados Latinoamericanos Colombia .............................................................. 57 1.1.3.2 Principales Mercados Latinoamericanos Chile ...................................................................... 58 1.1.3.2 Principales Mercados Latinoamericanos Mexico .................................................................. 59 1.1.3.2 Principales Mercados Latinoamericanos Uruguay ................................................................ 60 1.1.3.2 Principales Mercados Latinoamericanos Venezuela ............................................................. 61 1.1.3.3 Productoras del Mercado Latinoamericano ......................................................................... 62 1.1.3.4 Productos del Mercado Latinoamericano ............................................................................. 63 1.1.4.1 Panorama del Mercado U.S.A. .............................................................................................. 64 1.1.4.1 Panorama General del Mercado U.S.A. ................................................................................ 72 1.1.4.2 Networks Anexo .................................................................................................................... 74 1.1.4.2 Networks ............................................................................................................................... 77 1.1.4.3 Cable Premium ...................................................................................................................... 78 1.1.4.3 Cadenas Premium de Cable .................................................................................................. 79 1.1.4.4 Cable Basico .......................................................................................................................... 82 1.1.4.4 Cadenas Básicas del Cable ..................................................................................................... 83 1.1.4.5 Historia de las Series de Animación en USA .......................................................................... 86 1.2 Estudio de la competencia .......................................................................................................... 90 1.4 Conclusiones Estratégicas ........................................................................................................... 96 2.1 Constitucion (Extendido) ............................................................................................................. 97 2.1.2 Forma Juridica .......................................................................................................................... 99 2.1.4 Organos de la sociedad 1 ....................................................................................................... 100 2.1.4 Organos de la sociedad 2 ....................................................................................................... 101 2.2 Modelacion Anexo .................................................................................................................... 102 2.2.1 Perfil de la empresa................................................................................................................ 103 2.2.2 Criterios de Valor .................................................................................................................... 104 2.2.3 Imagen Diferenciadora .......................................................................................................... 106 2.2.4 Gestión ................................................................................................................................... 107 2.3.1 Organigrama ........................................................................................................................... 108 2.3.1 Recursos Humanos 1 .............................................................................................................. 109 2.3.1 Recursos Humanos 3 .............................................................................................................. 110 2.3.1 Recursos Humanos 4 .............................................................................................................. 112 2.3.1 Recursos Tecnicos .................................................................................................................. 113 2.3.1.1 Politica de seleccion ............................................................................................................ 114 2.3.3 Recursos Economicos 1 .......................................................................................................... 115 2.3.3 Recursos Economicos 2 .......................................................................................................... 116 2.3.3 Recursos Economicos 3 .......................................................................................................... 118 2.3.4 Recursos Financieros 1 ........................................................................................................... 120 2.3.4 Recursos Financieros 2 ........................................................................................................... 121 2.3.4 Recursos Financieros 3 ........................................................................................................... 122 2.3.4 Recursos Financieros 4 ........................................................................................................... 123 2.4 Inversion 1 ................................................................................................................................. 124 2.4 Inversion 2 ................................................................................................................................. 126 3.1 Concepto de catalogo................................................................................................................ 128 3.2 Metodologia de creacion .......................................................................................................... 130 3.3 Aplicacion de la Metodologia 4 ................................................................................................. 131 3.3 Aplicacion del Modelo de Creacion 3 ........................................................................................ 132 3.3 Aplicacion del Modelo de Creacion2 ......................................................................................... 133 3.4 Catalogo de productos .............................................................................................................. 135 4.1 Plan de Marketing 1 .................................................................................................................. 136 4.1 Plan de Marketing 2 .................................................................................................................. 137 4.1 Plan de Marketing 3 .................................................................................................................. 138 4.2 Estrategia Comercial 1 ..............................................................................................................
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