Television Brandcasting

The Return of the Content-Promotion Hybrid

Nonfiction, Entertainment, Performing Arts, Television, History & Criticism, Reference & Language, Language Arts, Communication, Social & Cultural Studies, Social Science
Cover of the book Television Brandcasting by Jennifer Gillan, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Jennifer Gillan ISBN: 9781135020613
Publisher: Taylor and Francis Publication: November 20, 2014
Imprint: Routledge Language: English
Author: Jennifer Gillan
ISBN: 9781135020613
Publisher: Taylor and Francis
Publication: November 20, 2014
Imprint: Routledge
Language: English

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, Jennifer 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, alongside series such as Bewitched, Leave it to Beaver, Laverne & Shirley, and Pretty Little Liars, individual chapters focus on brandcasting at the level of the television series, network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media.

In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan provides vital insights into television’s role in the expansion of a brand-centric U.S. culture.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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, Jennifer 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, alongside series such as Bewitched, Leave it to Beaver, Laverne & Shirley, and Pretty Little Liars, individual chapters focus on brandcasting at the level of the television series, network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media.

In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan provides vital insights into television’s role in the expansion of a brand-centric U.S. culture.

More books from Taylor and Francis

Cover of the book Towards Enabling Geographies by Jennifer Gillan
Cover of the book African Youth Cultures in a Globalized World by Jennifer Gillan
Cover of the book Personal Relationships Across Cultures by Jennifer Gillan
Cover of the book Insurgent Public Space by Jennifer Gillan
Cover of the book Post-existentialism and the Psychological Therapies by Jennifer Gillan
Cover of the book A Political Geography of Latin America by Jennifer Gillan
Cover of the book Regulation and Inequality at Work by Jennifer Gillan
Cover of the book Shadow House by Jennifer Gillan
Cover of the book The Emergent Organization by Jennifer Gillan
Cover of the book The Rushdie Affair by Jennifer Gillan
Cover of the book Sociocognitive Foundations of Educational Measurement by Jennifer Gillan
Cover of the book Social Media in Medicine by Jennifer Gillan
Cover of the book Blake, Gender and Culture by Jennifer Gillan
Cover of the book Classical Civilizations of South-East Asia by Jennifer Gillan
Cover of the book Managing IT Outsourcing by Jennifer Gillan
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy