Possible Ways for Developing a Media City: Chances for Newcomer Cities are rather Limited!
Numerous cities try to set up themselves as centres of creative businesses, especially for media industry. Behind such strategies for supporting the local media economy stands the aim to profit from the high share of supra-regional sales in the media economy, from possible image effects as well as – especially in Germany – from the backflow of taxes for public broadcasting. Against this background, the article examines the efficiency of possible instruments for local decision makers to improve the location conditions for the media industry. An analysis of the location preferences of the media industry shows that localization economies as well as urbanization economies have a high importance. Economic measures to generate or strengthen these effects are the attraction of public broadcasting stations, the assignment of subsidies for local film and media producers, the endowment with science facilities and educational institutions which are relevant for media, the establishment of business incubators specialized on media industry, and the development of inter-firm networks and special city districts for the local media industry. Our analysis shows that most of these instruments have only limited impacts. In particular, cities without public broadcasting stations and without educational institutions relevant for the branch probably will not have the chance to become media cities.