Análise do poder de mercado no setor de TV por assinatura: fusão Net/Embratel

Abstract

This study aims to analyze the merger of Embratel and NET and the evolution of the market power in the pay TV sector. We used data from the market in the years 2009 to 2011, taken from the Anatel’s site. Analyzes were performed of market power that major companies in this sector have. For this we used the HHI to measure the market share of the sector. The methodology used was the system PCAIDS (Proportionality - Calibrated Almost Ideal Demand System), which shows the results of the post-merger balance that was used by Epstein and Rubinfeld (2002), which shows how behaves the merger between companies in an oligopoly. The model PCAIDS has an advantage over other methodologies, in other words it requires fewer parameters to be estimated. The simulation results showed large increases in the prices of services. Therefore, the expectations arising from this merger involving excessive increases in the services and the decrease consumer welfare.