Research Paper on:
Antitrust Issues - Case Study: Unique Channel

Unformatted Sample Text from the Research Paper:
the radio stations in Denver. In fact, Unique controls 13 of the radio stations in Denver. 1. To what extent are consumers and advertisers hurt/helped by Unique Channel. Unique  owns ratio stations that are focused, in other words, the company has a station to meet the preferences of most populations. As an example, one is devoted to pop music,  another to sports, another to news and so on. The company claims a 40 percent market share and a 55 percent proportion of radio revenues in the city. The advantage  to consumers is that they can depend on one radio station that broadcasts the material they are interested in hearing. But, that is also the disadvantage to radio listeners -  in most instances, they have no choice. There is only one station that broadcasts pop or alternative rock. The consumer is held hostage by Unique. Every company has a  culture that is translated into how they operate and the products or services they offer. The biases and values of the company are transmitted through the particular content of the  radio shows. A consumer cannot simply switch to another station if they dont like the particular content of the shows or if they dont like that particular disc jockey.  The same advantage holds true for advertisers. Marketing campaigns and specific advertisements are created and targeted for particular audiences. In Denver, advertisers know that if they want to reach  the teen market, they contract with Uniques Rock 92.5 station. But, that is the problem. Unique controls the radio stations in Denver, which means they can charge advertisers anything they  want to. Management says they dont do that but they do. Consider the example of Tina Greenler, who buys radio ad time for Zenith Media. In this case, she was