| Description |
1 online resource (vii, 312 pages) : illustrations |
| Series |
Routledge studies in new media and cyberculture ; 19 |
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Routledge studies in new media and cyberculture ; 19.
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| Contents |
Introduction / Yu-Li Liu and Robert G. Picard -- pt. 1. Policy issues. Digital television and switchover policies in Europe / Petros Iosifidis -- Television on the internet: challenges for audiovisual media policy in a converging media environment / Peggy Valcke and Jef Ausloos -- Making TV accessible in the 21st century / Peter Looms -- Next-generation television and the migration from channels to platforms / Rob Frieden -- New media policy: the redistribution of voice / Amit Schejter and Noam Tirosh -- pt. 2. Policy issues: country study cases. Policy implications from the changing market environment including convergence between telecommunication services and broadcasting services / Yasu Taniwaki -- Reconsidering the telecommunication and media regulatory framework in Taiwan: using the newly emerging media as examples / Yu-Li Liu -- Japan's legislative framework for telecommunications: evolution toward convergence of communications and broadcasting / Yoko Nichioka and Minoru Sugaya -- The impact of digital convergence on the regulation of new media in Korea: major issues in new media policy / Euisun Yoo and Hyangsun Lee -- Fine-tuning the competitition: the case of Singapore's cross-carriage rule in ending content exclusivity / Mabel Tan and Peng Hwa Ang -- Inverse intranet: the exceptionalism of online media policies in China / Miklos Sukosd -- pt. 3. Marketing strategies. Digital media and the roots of marketing strategy / Robert G. Picard -- Digital media, electronic commerce, and business model innovation / Richard A. Gershon -- Cross-media marketing strategies / Bernd W. Wirtz, Philipp Nitzsche, and Linda Mory -- Marketing communications with networked consumers and negotiated relationships / Edward C. Malthouse and Don Schultz -- Marketing self-branding strategies for social presence in digital media / Robert Pennington -- pt. 4. Marketing strategies: country case studies. Technology and competition in U.S. television: online versus offline / Ryland Sherman and David Waterman -- Multiscreen services: user-centric marketing strategies / Donghee Shin |
| Summary |
"With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media's innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies"--Publisher's description |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. WlAbNL |
|
Online resource; title from electronic title page (ProQuest Ebook Central, viewed August 20, 2018) |
| Subject |
Telecommunication policy.
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Telecommunication -- Marketing
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Mass media -- Technological innovations
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Digital media.
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BUSINESS & ECONOMICS -- Industries -- Media & Communications.
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TECHNOLOGY & ENGINEERING -- Telecommunications.
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Digital media
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Mass media -- Technological innovations
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Telecommunication -- Marketing
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Telecommunication policy
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| Form |
Electronic book
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| Author |
Liu, Yu-li, 1957- editor.
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Picard, Robert G., editor.
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| ISBN |
9781317744115 |
|
131774411X |
|
9781315794303 |
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1315794306 |
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9781306661690 |
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1306661692 |
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9781317744108 |
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1317744101 |
|
