MARC Record from Library of Congress

LEADER: 02945cam a2200397 i 4500
001 2014024842
003 DLC
005 20151106082336.0
008 140815s2015 nyua b 001 0 eng
010 $a 2014024842
020 $a9780415841214 (hbk)
020 $a9780415841221 (pbk)
020 $z9780203766569 (ebk)
040 $aDLC$beng$cDLC$erda
042 $apcc
043 $an-us---
050 00 $aHE8700.8$b.G55 2015
082 00 $a384.550973$223
082 00 $a384.55068/8$223
084 $aSOC052000$aLAN004000$aPER010030$2bisacsh
100 1 $aGillan, Jennifer,$eauthor.
245 10 $aTelevision brandcasting :$bthe return of the content-promotion hybrid /$cJennifer Gillan.
264 1 $aNew York ;$aLondon :$bRoutledge, Taylor & francis Group,$c2015.
300 $axvii, 275 pages :$billustrations ;$c24 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
520 $a"Television Brandcasting examines U. S. television's utility as a medium for branded storytelling. It investigates the current and historical role that television content, promotion, and hybrids of the two have played in disseminating brand messaging and influencing consumer decision-making. Juxtaposing the current period of transition with that of the 1950s-1960s, this bookJennifer Gillan outlines how in each era new technologies unsettled entrenched business models,; an emergent viewing platform threatened to undermine an established one,; and content providers worried over the behavior of once-dependable audiences. The anxieties led to storytelling, promotion, and advertising experiments, including the Disneyland series, embedded rock music videos in Ozzie & Harriet, credit sequence brand integration, Modern Family's parent company promotion episodes, second screen initiatives, and social TV experiments. Offering contemporary and classic examples from the American Broadcasting Company, Disney Channel, ABC Family, and Showtime, individual chapters focus on brandcasting at the level of the television series, network schedule, the "Blu-ray/ DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media space. In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan's new book provides vital insights into television's role in the expansion of a brand-centric U.S. culture"--$cProvided by publisher.
504 $aIncludes bibliographical references and index.
650 0 $aTelevision broadcasting$zUnited States.
650 0 $aBranding (Marketing)$zUnited States.
650 0 $aTelevision broadcasting$xTechnological innovations$zUnited States.
650 0 $aConvergence (Telecommunication)
650 7 $aSOCIAL SCIENCE / Media Studies.$2bisacsh
650 7 $aLANGUAGE ARTS & DISCIPLINES / Communication Studies.$2bisacsh
650 7 $aPERFORMING ARTS / Television / History & Criticism.$2bisacsh