The following master thesis analyzes to which extent streaming services in particularNetflix influence the German television landscape and how this discourse is covered inGerman newspapers.The work shows that online streaming services with their non-linear content have animpact on German television. The theoretical base of the work is the critical discourseanalysis by the German linguist Siegfried Jäger. His work analyzes relevant socialdiscourses with its own method based on the theory of the French philosopher MichelFoucault. The present thesis refers to Netflix as a streaming service and analyzes theaspect of how it influences the television landscape since its introduction on the Germanmarket in 2014. For deeper understanding before conducting the critical discourse aninitial analysis of the German television market is presented. The base of the analysisare newspaper articles. Furthermore, the relevant aspects of the publishing landscape inGermany are introduced to provide the reader with relevant background knowledge.Moreover, the thesis contains an analysis of newspaper articles from three leadingnewspapers in Germany: Süddeutsche Zeitung, BILD Zeitung and taz, die tageszeitung(following referred to as taz). 15 representative articles were chosen and afterwardsanalyzed with the method of critical discourse analysis. The results of all threenewspapers on the Netflix discourse are compared to each other. In conclusion, thework shows that the influence of streaming services, especially Netflix on Germantelevision is stronger then expected. And even if television is still seen as the leadingmedium in Germany, public as well as private broadcasters have to be aware of the newcompetitor on the market and adapt to constant changes especially in the online segment.

From 2001 to 2011, there were a number of significant changes, such as increased audience fragmentation and new media technologies, which impacted the television industry and continue to threaten the financial strength and success of cable television networks. The cable television industry employed branding as a major combatant to manage such challenges. Branding is the most important tool in the post-network era, yet networks use it in ways that challenge previously held scholarly assumptions about the cable television industry. Cable television network branding functions in two main ways – one as a performance intended for competitors, distributors, and other key industry players; and two as a means of rationalization, essentially a tool that network executives can wield whenever they want or need to justify a decision, action or behavior. Through interviews with television industry executives, attendance at major industry events and an analysis of trade publications, I examine the branding and promotional strategies of TBS, TNT and HBO. Industrial strategies in the post-network era are fragile and uncertain with regards to technology, partnerships, economics, programming and distribution. Thus, cable networks turn to branding as a mechanism to work through institutional, industrial, economic and technological issues that have been and continue to shift. In this analysis of how and why cable networks use branding, I explore the currently evolving post-network era and television’s future.

This study investigates the changing television landscape and consumption habits and the effects on the Swedish public service television(SVT). Recent shifts have amplified the ongoing decline of linear television and were marked by increasing migration of viewers to online video consumption and global streaming services. These new competitors escalate the challenges facing national broadcasters and emphasize the role of having a strong independent public service television that can remain relevant to all its audiences. SVT has been a pioneer in shifting to online and launched its video streaming service SVT Play in 2006. But the service is unable to recuperate the viewership bleeding from SVT linear channels, and reaching younger audiences has never been more challenging. The study presents a literature review and background referring to recent general trends in the television market, to put shifts and disruptions in the Swedish market in a larger context. We also present a thorough background on the Swedish television market focusing on the position of SVT and SVT Play. We discussed dynamics and drivers of recent structural and consumption shifts through in-depth interviews with key personnel from SVT as well as with other experts from different areas within the media and telecom industry. We seek to answer what future challenges and opportunities are for SVT Play and how to deal with those challenges and opportunities. The data collected were analyzed and reported in this study. The main findings indicate a new era ahead of public service heralded by the unprecedented decline of SVT broadcast and the increased consumption divergence in 2019. The study found that SVT Play has a central future role of public service television and should be further empowered to remain agile and relevant, through diverse, differentiated, and personalized offerings, but also through constant engagement with audiences and continuous learning of what they value and demand in a constantly changing media landscape. / Denna studie undersöker det föränderliga TV-landskapet och de nya konsumtionsvanornas effekter på svensk public service- TV (SVT). Nyligen har skiftningar intensifierat den pågående minskningen av linjär-TV vilket märkts i den ökande migrationen av TV-tittare till online video-konsumtion och globala streamingtjänster. Dessa nya konkurrenter trappar upp utmaningarna som nationella programföretag ställts inför och betonar vikten av att ha stark och oberoende public service-TV som kan förbli relevant för samtliga målgrupper. SVT har varit pionjärer i övergången till online och lanserade sin streamingtjänst för video, SVT Play, redan 2006. Men tjänsten är oförmögen att hämta upp de förlorade tittarsiffrorna från SVTs linjära TV-kanaler. Samtidigt så har det aldrig tidigare varit svårare att nå de unga målgrupperna. Denna studie presenterar en litteraturgenomgång och bakgrund med referenser till de senaste allmänna trenderna TV-marknad, för att ställa den svenska marknadens förändringar och störningar i ett större sammanhang. Vi presenterar även en grundlig bakgrund av den svensk TV-marknaden med fokus på SVTs och SVT Plays positioner i denna. Vi har resonerat kring dynamiken och drivkrafterna bakom de senaste strukturella förändringarna och förändringarna i konsumtion, genom djupgående intervjuer med nyckelpersoner från SVT samt andra experter inom olika områden av media- och Telecom-industrin. Vi söker svaret till vilka de framtida utmaningarna och möjligheterna för SVT Play är, samt hur man bör handskas med dessa utmaningar och möjligheter. Den insamlade datan har analyserats och rapporteras i denna studie. De huvudsakliga upptäckterna indikerar en ny era för public service, påbörjad av de historiska minskningarna av SVTs sändningar samt den ökande konsumtionsdivergensen under 2019. Studien har funnit att SVT Play besitter en central framtida roll för public service-TV och bör fortsatt vara stärkt i uppgiften att förbli rörlig och relevant, genom varierade, differentierade och personanpassade erbjudanden, men även genom ett konstant engagemang med sin publik och ett kontinuerligt lärande över vad de värderar och önskar i ett ständigt skiftande medielandskap.