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

By: Thomas, Amos Owen, 1954-.
Publisher: New Delhi ; Thousand Oaks, Calif. ; London : Sage Publications, 2006Description: 266 p. ; 23 cm.ISBN: 0761934847 (pbk.).Subject(s): Television -- Asia | Digital media | GlobalizationDDC classification: 384.55095
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 advertising -- 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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 12 , Side 1, TierNo 4, BayNo 3

 384.55095 THO (Browse shelf) 1 Available SOMAC,37003,03,GR 5000031691

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

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 advertising -- 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.