A defesa da concorrência no mercado midiático e as ineficiências da concentração
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Abstract
This paper discusses how competition policy, once applied to the context of media economics, plays a key-role in fostering diversity
in the market of ideas. Through a criticai approach to the highly concentrated structures that allow the "media giants" to persist, the article analyses the media product under the public interest perspective, highlights the different efficiencies involved in this sector and evaluates the impacts of media concentration on consumer welfare and on the development of social choice. Acknowledging that antitrust policy is not in itself sufficient to promote media pluralism, it is noted, on the other hand, that economic concentration
in media outlets is contrary to democracy and this concern should be more present in the Brazilian Antitrust Agency interventions within the media market.
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