ABSTRACT
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.
TABLE OF CONTENTS
part I|78 pages
Policy Issues
chapter 2|19 pages
Television on the Internet
Challenges for Audiovisual Media Policy in a Converging Media Environment
part II|105 pages
Policy Issues
chapter 7|20 pages
Reconsidering the Telecommunications and Media Regulatory Framework in Taiwan
Using the Newly Emerging Media as Examples
chapter 8|18 pages
Japan's Legislative Framework for Telecommunications
Evolution toward Convergence of Communications and Broadcasting
1
chapter 9|16 pages
The Impact of Digital Convergence on the Regulation of New Media in Korea
Major Issues in New Media Policy
chapter 10|16 pages
Fine-Tuning the Competition
The Case of Singapore's Cross-Carriage Rule in Ending Content Exclusivity
part III|69 pages
Marketing Strategies
part IV|34 pages
Marketing Strategies
