Policy and Marketing Strategies for Digital Media [Paperback]

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 medias 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.

Introduction: Policy and Marketing Strategies for Digital and New Media Yu-li Liu and Robert G. Picard  Part I: Policies Issues  1. Digital Television and Switchover Policies in Europe Petros Iosifidis  2. Digital Media Policy: Television on the Internet: Challenges for Audiovisual Media Policy in a Converging Media Environment Peggy Valcke and Jef Ausloos  3. Making TV accessible in the 21st century Peter Looms  4. Next Generation Television and the Migration From Channels to Platforms Robert Frieden  5. New Media Policy: The Redistribution of Voice Amit Schejter and Noam Tirosh  Part II: Country Case Studies  6. Policy Implications from the Changing Market Environment including Convergence between Telecommunication Services and Broadcasting Services Yasu Taniwaki  7. Reconsider the Telecommunication and Media Regulatory Framework in Taiwan: Using the New Emerged Media as Examples Yu-li Liu  8. Japans Legislative Framework for Telecommunications: Evolution Toward Convergence of Communications and Broadcasting  Yoko Nishioka and Minoru Sugaya  9. Inverse Intranet: The Exceptionalism of Digital Media lÓl