Media concentration and Pluralism: The Portuguese press in the context of the European Union
The Portuguese media sector suffered important changes in these recent decades. In fact, there are profound changes in the Media Industry, especially the concentration of markets, the anchoring in technologies and the adoption of marketing management practices. Equally important are the trends to a greater guidance for cost rationalization and demand for profitability, as well as a progressive opening to foreign investment.
In this book, one analyzes the trends mentioned above, especially the causes and effects associated with the creation of Media groups strongly integrated horizontally, vertically and diagonally. The formation of large enterprise groups in the Portuguese market is the central object of study, but the European framework (economic and political) will be a permanent reference point.
