Exploring and Crossing Communication and Media Industry Frontiers: Creating a Strategy to Expand Foreign Direct Investment (FDI) Inflow in SEEC
Exploring and Crossing Communication and Media Industry Frontiers: Creating a Strategy to Expand Foreign Direct Investment (FDI) Inflow in SEEC

Summary/Abstract: The main aim of the paper is to investigate the factors for a successful FDI inflow into the South East Europe media market for western investors. The data sample includes 16 countries and provides several important results of comparative analysis of major macroeconomic factors such as government consumption to GDP, market size, corporate tax rates, ICT, business, economic, financial and monetary competitiveness as well as innovation capacity in order to determine the potential for FDI in SEE countries. In summary, the author states that countries that provide most profitable business solutions for FDI inflow in both printed and broadcasting (TV and radio) media are Turkey, Bulgaria and Hungary. On the other hand, the most concentrated, oversaturated and at the same time least profitable SEE printed and broadcasting media markets to enter are those of Greece, Montenegro, Romania and Malta. In printed media, it is recommended to consider prospective FDI to Serbia, Hungary, Slovenia, Bulgaria, Turkey, Croatia, Bosnia and Herzegovina, Kosovo, FYR Macedonia. The market entry in the field of TV media is highly recommended to Hungary, Bulgaria, Croatia, Turkey, Croatia and Moldova. Investing in radio stations is the least profitable business because of the low consumption of this media as well as high market concentration in SEEC market. The only country that is recommended for market entry in the radio media industry is Hungary.

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