FN ISI Export Format VR 1.0 PT J TI Digitales Fernsehen-Strategische Umbrüche bei steigendem Interaktivitätsgrad AF Clement, Michel Becker, Jan U. AU Clement, M Becker, JU SO ZfbF Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung VL 51 BP 1169 EP 1190 PY 1999 AB The German market for Digital Television has not reached the targeted numbers of adopters yet. Although the diffusion of DFI or Premiere Digital is marginal so far, significant discussions in the community about the danger of monopolistic structures have taken place, with main focus on the KirchGroup as one of the pioneers and main content-provider. In contrast, we show that this discussion is rather short-term oriented. The existing Digital Television is merely an important technological step towards Interactive Television, which provides a much broader variety of services, and will consist of a different set of players. As such the arguments against the KirchGroup are not relevant in the long run. Our main hypothesis bases on the need to provide more contents as Digital Television turns interactive. Therefore more content-providers will gain access to the system or otherwise the internet will become the dominant alternative for the users. DI 10.1007/BF03371618 ER