Transnational media and contoured markets : redefining Asian television and advertising / Amos Owen Thomas.

Format:

Book

Author/Creator:

Thomas, Amos Owen, 1954-

Language:

English

Subjects (All):

Television--Asia.

Television.

Digital media.

Globalization.

Asia.

Physical Description:

266 pages ; 23 cm

Place of Publication:

New Delhi ; Thousand Oaks, Calif. : London : Sage Publications, 2006.

Summary:

In a world increasingly polarising into media-rich and media-poor nations, the rapid spread of satellite and cable television has triggered a vigorous debate on the globalisation of media and markets. At the beginning of the twenty-first century, media and communications technologies have been converging at an unprecedented pace worldwide. Transnational Media and Contoured Markets brings a multi-faceted perspective to bear on the transformation of the broadcast and advertising industries in Asia at the turn of the century.

Drawing on case studies of satellite and cable channels across South, Southeast and Northeast Asia, the author argues that the globalisation of the media and advertising can only be understood within the broader context of economic, political, social and cultural processes within nation states, subnational regions and transborder ethnic communities. A recurrent theme is "hybridity" of the global with the local, which makes transnational media in Asia a synergistic blend of East and West. Additionally, this book raises the deeper socio-ethical issues of relentless globalisation for developing countries and transitional economies worldwide.

A companion volume to Imagi-Nations and Borderless Television (Sage 2005) by the same author, this interdisciplinary book, which seeks to blend insights from theory and practice, should be of interest to a wide readership ranging from scholars in media, communications, public policy, management and international business, to decision makers in multinational corporations, advertising agencies, broadcasters, government and civil society organisations.

Contents:

Emergence and divergence

Crowded skies, divided pie

Understanding media impact

Synergy or autonomy

Public versus private domains

Mediating globalisation

Media and communications

Marketing and advertising

Cloning StarTV

Hybridising channels

Eyeballing viewership

Demarcating nationality

Indian subcontinent

Malay world

Greater China

Targeting markets

Persuading marketers

Managing advertisers

Advertising transposed

Media selection

Creative execution

Relativity of globality

Expanding the grid

Analysis by industry

Explicating interaction

Strategy paradoxes

Globalisation/localisation

Competition/collaboration

Transnational/multinational

Cross-cultural/inter-cultural

Transcending the boundaries

Electronic marketplaces

Media ethnoscapes

Advertising cultures

Re-visioning globalisation.

Notes:

Includes bibliographical references (pages [243]-257) and index.

ISBN:

0761934839

9780761934837

0761934847

9780761934844

8178296306

9788178296302

8178296314

9788178296319

OCLC:

65399939

Online:

Publisher description