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Vertical and Horizontal Integration in the Media Sector and EU Competition Law Miguel Mendes Pereira*

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Vertical and Horizontal Integration in the Media Sector and EU Competition Law Miguel Mendes Pereira* EUROPEAN COMMISSION Competition DG Information, communication and multimedia Media Vertical and horizontal integration in the media sector and EU competition law Miguel Mendes Pereira* “The ICT and Media Sectors within the EU Policy Framework” U.L.B.-SMIT (Studies on Media, Information and Telecommunications) CEAS-Norwegian School of Management, Oslo Telenor Broadcast Brussels, 7 April 2003 OUTLINE Introduction I. Convergence and integration 1. Technical convergence 2. Economic convergence 3. Efficiencies II. Competition issues 1. The competitive arena 2. Foreclosure 3. The dominance test III. Vertical integration 1. The gate-keeper issue 2. Foreclosure of input markets 3. Leveraging 4. Network effects IV. Horizontal integration 1. General assessment 2. The Newscorp/Telepiù case 3. The EMI/Time Warner case V. Remedies 1. The balance between efficiencies and foreclosure 2. Remedies in the Newscorp/Telepiù case 3. Remedies in the cases Vivendi/Seagram/Canal Plus, Vizzavi and AOL/Time Warner Conclusion * Administrator, European Commission/DG Competition/Media Unit. Lecturer at the Law School of the University of Lisbon. The opinions expressed are purely personal and only engage the author. “Vertical and horizontal integration in the media sector and EU competition law” - M. Mendes Pereira Ladies and Gentlemen, 1. Technical convergence I wish first of all to thank the SMIT Center Technical convergence mainly concerns the and Telenor for inviting me to speak here possibilities offered by digital technology. today. Those possibilities are reflected, for example, I intend to give you a brief overview of the in the infra-structures required to deliver competition issues raised by vertical and contents like movies or music. With the horizontal integration of companies in the current digital technology, huge amounts of media sector. I will start by referring to the data may be transmitted to a high number of convergence trend in the media and users through different networks (mobile telecommunications sectors and its link to the networks, Internet, satellite). This allows for concentration wave we have witnessed during the dematerialization of media products these past three years. I will then highlight the traditionally sold as physical products main competition issues which this type of (newspapers, films, CD’s) by transforming operations raise from a theoretical point of them into packages of bytes. view. I will subsequently address the issues linked specifically to vertical as well as to At the same time, digital technology allows horizontal integration, and conclude by for the convergence of traditionally separate illustrating how the European Commission media into a single product, putting together has dealt with these problems by means of text, sound, video and voice in what has remedies accepted as a condition for the become known as multimedia. Access to TV approval of this type of concentrations. broadcasting, or rather webcastig, on the Internet is already nowadays a reality and In so doing, I will refer to a number of cases listening to an MP3 music file on a cellular recently assessed by the Commission such as phone is nothing new. AOL/Time Warner, EMI/Time Warner, Vizzavi, Vivendi/Seagram/Canal Plus and, 2. Economic convergence decided just last week, Newscorp/Telepiù. Audio-visual products were never cheap but I. CONVERGENCE & INTEGRATION the growing competition induced by the proliferation of TV channels has inflated Convergence has become all too familiar to production costs. For example, the by now most of us as one of the main driving forces famous saga “The Lord of the Rings” has had behind the recent changes occurred in the reported costs of € 278 million. In order to media and telecom industries. However, as it have an idea of the recent increase in the price so frequently happens with notions that turn for audio-visual contents it is sufficient to into “buzzwords”, the many meanings compare, for example, the price paid for attributed to the term “convergence” are often broadcasting rights of the Football World ambiguous and, as such, unhelpful in order to Cups of 1990, 1994 and 1998 – 241 million describe the evolution of the media and ECU – with the price paid for the same rights telecom industries. in respect of the World Cups of 2002 and 2006 – 1,7 billion Euro. Only large companies Let me therefore turn, first of all, to the two seem to be able to afford such astronomical meanings of the term “convergence” that I costs. consider to be most relevant from a competition law point of view. 2 “Vertical and horizontal integration in the media sector and EU competition law” - M. Mendes Pereira In face of economic barriers of such It should be said that, to a large extent, the dimension, media companies have shown a ratio underlying some of these operations was trend towards concentration. a deep faith in the Internet potential and a strong belief in the synergies resulting from 3. Efficiencies cross-supply between different technical platforms belonging to the same vertically What appeared to be particularly new about integrated company. The burst of the “dotcom these alliances and mergers in the media bubble” showed how some of these industry was the search of not only the expectations were possibly premature. traditional economies of scale but, above all, the search of economies of scope. This We now start seeing some of the vertically translated into an attempt to use the same integrated groups selling off some of their product in a number of different ways: pure units (AOL/TW or Vivendi/Universal) and entertainment and telecommunication, or witness consolidation caused by heavy losses entertainment and information, or information incurred during these past few years. Such is and telecommunication. From an economic the case of the pay-TV industry, as illustrated point of view, economies of scope basically by the merger in Spain of the platforms Canal translate in lower Average Total Costs as a Satelite and Via Digital and the merger in result of producing a wide range of products. Italy between the platforms Stream and Telepiù, approved by the Commission just The main feature of this type of last week. After a period of extensive vertical concentrations is the vertical integration of the integration, we now witness a reflux of different levels of production and distribution horizontal integration dictated to some extent of media products that leads to companies by financial reasons. which are able to, for example, produce films or music, register them in DVDs or CDs and II. COMPETITION ISSUES distribute them not only to “brick and mortar” shops but also through the cable, satellite or 1. The competitive arena mobile telephony networks they own. Vertically integrated companies are in a Turning now to the competition issues raised position to exploit their products at every by integration of companies, the first step single level of the value chain. required in order to understand the forces at play is to determine the perimeter of the „Create Once, Place Everywhere!“ seemed to competitive arena. What do media companies be the motto for the media industry during the compete for, whom do they try to sell their Internet bubble, illustrating the need for media products to and how do they intend to do it? producers to place their products in the largest possible number of different platforms. This Media companies compete for – essentially – was the underlying reason for alliances and three things. mergers between companies which are active in sectors of the economy that used to be First, they compete for content, which is what separate like television and they will ultimately sell to their customers. telecommunications. Operations like Access to content produced by third parties or AOL/Time Warner, Vivendi/Universal, the establishment of production facilities is a Vivendi/Vodafone for the setting up of portal sine qua non condition for entering or staying Vizzavi or the acquisition of Dutch in business. entertainment producer Endemol by the Secondly, they compete for the best way to Spanish telecom company Telefonica clearly deliver such content to customers. Access to illustrate this trend. delivery channels owned by third parties or 3 “Vertical and horizontal integration in the media sector and EU competition law” - M. Mendes Pereira the possibility to establish their own paths to (or acquires such position as a result of a the customer is what allows media companies concentration) to control the access by to distribute their output. competitors to a given infra-structure or input (a technology or a copyright) and where it has Finally, they compete for the obvious ultimate the possibility to charge supra-competitive addressee of all this competition: the prices for such access. In the media sector one customer. But this is a contest which goes could think about, for example, access to a beyond the obvious competition for a one- satellite platform for TV distribution or to a time sale. Some of the businesses in the media proprietary standard for Conditional Access & telecom sector (e.g; pay-TV, Internet System. A company in these circumstances is access), like most IT-driven businesses, are commonly referred to as a “gate-keeper”. based on a durable relationship with the customer. An established customer basis A central element in the assessment of market allows for the progressive development of power of a company and its possibility of new services and products and for the foreclosing a given market is the concept of consequent increase in ARPU1. Access to barriers to entry. Where entry barriers do not potential clients managed by third parties or exist, easy entry will quickly eliminate the the build-up of their own client basis is the problem, even where the incumbent holds ultimate target of media companies. large market shares. Entry barriers might be described as “the advantages of established 2.
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