Einav Transitioned Media

A Turning Point into the Digital Realm
1. Auflage 2010
ISBN: 978-1-4419-6099-3
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 168 Seiten

Reihe: The Economics of Information, Communication, and Entertainment

The media industry is in transition. While some changes are readily apparent, we have not even begun to understand the impact of others. The result is one of the most fascinating times in the history of media. As digital technologies accelerate the pace of change in all facets of our lives, researchers and practitioners are exploring its impact on traditional media and social interaction. Transitioned Media brings together leading academics and media industry executives to identify and analyze the most transformative trends and issues. Themes include the effect of digital technologies on consumer behavior, new approaches to advertising and branding, social networks, the blogosphere and impact of 'citizen' journalism, music and intellectual property rights, digital cinema, and video games. Underlying the chapters is an economic perspective, with an emphasis on how new business models are being developed that take the social dimensions of digital technologies into account. The result is a unique perspective on the digital media landscape and the forces that will shape it in the future.

Gali Einav was most recently the Director of Digital Technology Research at NBC Universal, where she oversaw strategic and consumer research across various digital technologies, including VOD, mobile, and online media. Building on her work at Columbia University's Interactive Design Lab, she has specialized in researching the use and content of interactive media, with a focus on the state of interactive television in the US and the UK. She has taught television and media studies at the New School of Communications in Tel Aviv, and has also worked as a senior producer and journalist in Israel, where she produced, researched, and brought to air numerous investigative reports, documentaries, and in-depth interviews. She holds a Ph.D. in Communications from Columbia University's School of Journalism and has contributed chapters to several publications, including Internet Television (Noam, et al., eds., Erlbaum, 2003), P2P Video (Noam and Pupillo, eds., Springer, 2008), and Television Goes Digital (Gerbarg, ed., Springer, 2009). Currently, she resides in Israel, consulting to digital media startups.

Autoren/Hrsg.

Einav, Gali

Inhaltsverzeichnis

1;Foreword: Content Flows from Anyone to Everyone;5
2;Acknowledgments;7
3;Contents;8
4;About the Editor;10
5;About the Contributors;11
6;Contributors;17
7;1 Introduction: The End of Media As We Know It?;18
7.1; Notes ;22
8;Part I The Changing World of Advertising and Consumer Behavior;23
8.1;2 TV for the Twenty-First Century: The Video Ad Modelin Transition;24
8.1.1; Some Concepts;25
8.1.1.1; What Is Context and Why Is It Important?;25
8.1.1.2; Audience Engagement;26
8.1.1.3; The ''Halo Effect'';28
8.1.1.4; The Change in How People Watch;28
8.1.1.5; Active Viewing = New Marketing Opportunities;29
8.1.1.6; Video-Based Advertising and the ''Marketing Funnel'';30
8.1.1.7; Interaction -- It Is Not Just for the Internet Any More;32
8.1.1.8; Engaging with the Right Audience;33
8.1.1.9; Behavioral Targeting;35
8.1.2; So What Does It Mean?;37
8.1.2.1; Publishers;37
8.1.2.1.1; The TV Network Opportunity;39
8.1.2.1.2; It Is Not That Easy -- The Forecast Challenge;40
8.1.2.1.3; It Is Not That Easy -- The Scale Challenge;42
8.1.2.2; Agencies and Advertisers;43
8.1.2.2.1; The Creative;43
8.1.2.2.2; Media Planning and Buying;43
8.1.2.3; Service Providers -- Video and Technology;46
8.1.2.4; Consumers;48
8.1.3; Final Thoughts;50
8.1.4; Notes;51
8.2;3 Branded Entertainment: How Advertisers and Networks Are Working Together to Reach Consumers in the New Media Environment;54
8.2.1; Introduction;54
8.2.2; Nielsen IAG Measurement;55
8.2.3; In-Program Placements (IPP);55
8.2.4; Hybrid Ads;56
8.2.5; Measurement Methodology;57
8.2.6; Branded Entertainment Activity and Trends;57
8.2.7; Branded Entertainment Performance Impact;61
8.2.8; Conclusion;66
8.3;References;66
8.4;4 The Evolution of Cross-Platform Media Use in the United States: Insights from Consumer Research and NBC Universals Olympic Research Lab;67
8.4.1; Introduction;67
8.4.2; Americans Media Use 20072008;68
8.4.3; Coverage of Beijing Summer Olympics;70
8.4.4; The Olympic Research Lab;71
8.4.5; Lessons from the Research Lab;71
8.4.6; The Evolution of Media Use;78
8.4.7; Notes;78
8.5;References;78
9;Part II The Changing Face of Traditional Media: The News Business Case Study;79
9.1;5 We Interrupt this Program The Cosmic Change in the News Business;80
9.1.1; Disruptive Technologies: New vs. Old;80
9.1.2; The Decline of Traditional Network Broadcast News and the Rise of Cable;82
9.1.3; The Internet Earthquake;85
9.1.4; The MSNBC.com Case Study;86
9.1.5; Wireless, the Current Game Changer;89
9.1.6; Notes;93
9.2;6 Mobile Social Networking and the News;94
9.2.1; Twitter as News Ritual;96
9.2.2; Breaking the News, One Status Update at a Time;98
9.2.3; Facebooks Election and Inauguration of President Obama;102
9.2.4; Conclusion;104
9.3;References;105
9.4;7 Parsing the Online Ecosystem: Journalism, Media, and the Blogosphere;106
9.4.1; Introduction;106
9.4.2; Many Networks, One Text;107
9.4.3; The Blogosphere and Online Media: A Network View;108
9.4.4; Blogs and the Fabric of Hyperlinked Attention;110
9.4.5; Link Preferences of Attentive Clusters;113
9.4.6; Political Outlink Preferences: Valence and Politicization;116
9.4.7; Legacy Media and New Media;118
9.4.8; Discussion and Conclusions;118
9.4.9; Notes;121
9.5;References;121
10;Part III Media Reinvented: Case Studies of Transitioning into a Digital Age;122
10.1;8 The Transition to Digital TV: A Case Study of HDTV;123
10.1.1; Introduction;123
10.1.2; The Japanese Take the Lead;124
10.1.3; The Standards Battle in the United States;125
10.1.4; Digital Television Begins in the United States;126
10.1.5; HDTV Takes Off;129
10.1.6; HDTV Becomes Mainstream;130
10.1.7; Near-Term Effects and Long-Term Impacts;131
10.1.8; Conclusion and Lessons;133
10.2;References;133
10.3;9 The Fat Lady Still Sings: Bringing Music into the Digital Age;135
10.3.1; Introduction;135
10.3.2; Al Gore, Sean Fanning, and Bob Pittman Swagga Like Us;137
10.3.2.1; Video Killed the Radio Star;138
10.3.3; The Economics of the Music Industry Money for Nothin;139
10.3.3.1; The Players;139
10.3.3.2; Music Rights and Royalty Structure;139
10.3.3.3; Internet Royalties;140
10.3.3.4; Change the World?;141
10.3.4; New Revenue for Labels Cost per Million and Micro-transactions;141
10.3.4.1; What If?;141
10.3.5; The Opera Aint Over Til the Fat Lady Sings (Dan Cook);142
10.3.5.1; Follow the Leader;142
10.3.6; Bring It on Home;144
10.3.7; The Future's So Bright, I Gotta' Wear Shades;144
10.3.8; Notes;145
10.4;References;145
10.5;10 How Cinema Is Digital;147
10.5.1; Production;147
10.5.1.1; All Movies Are Digital;148
10.5.1.2; Cost, Mobility, Ease;149
10.5.2; Post-production: Editing and Special Effects;149
10.5.3; Distribution;151
10.5.3.1; Audience as Distributor;152
10.5.3.2; Movie as New Media;153
10.5.3.3; Piracy;153
10.5.4; Exhibition;155
10.5.4.1; International Adoption;155
10.5.4.2; Alternative Programming;156
10.5.4.3; Microcinema, Ideological Exhibition;156
10.5.4.4; Proliferating Festivals;157
10.5.5; Conclusion;158
10.5.6; Notes ;159
10.6;11 Thumb Wars: Body and Mind in Video Games;160
10.6.1; Video Games and German Philosophy;161
10.6.2; Portrait of a Gamer;163
10.6.3; The State of Absorption;164
10.6.4; The Gamer Persona;166
10.6.5; The Gaming Experience vs. Other Media (or: Gaming as Social Media);167
10.6.6; The Implications of Video Games on the Media Industry;170
10.6.7; Notes;170
11;Index;172