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: Taylor & Francis Ltd
Number of pages: 312
Weight: 567 g
Dimensions: 229 x 152 x 20 mm
"The essays in this book provide valuable insights for both professionals and academics on the impact of changes in digital media on public policy and the marketplace." --David Ackerman, California State University, Northridge, USA
"This is a collection of important insights from around the world on some of the most important communication issues of our time. It is must-reading for anyone who wants to see the whole picture." - Pat Longstaff , Syracuse University, USA
"The book illustrates how contemporary media platforms such as Internet Protocol Television (IPT) and Direct Broadcast Satellite (DBS), and video files offered by Amazon, Hulu, Netflix, and YouTube, allow consumers to control the content of what they watch in contrast to traditional television... The book would be an excellent companion to Chuck Hemann and Ken Burbary's Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (CH, Dec'13, 51-2178)... Summing Up: Recommended." - G. E. Kaupins, Boise State University, CHOICE