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Television brandcasting : the return of the content-promotion hybrid

Author: Jennifer Gillan
Publisher: New York ; London : Routledge, Taylor & Francis Group, 2015. ©2015
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Document Type: Book
All Authors / Contributors: Jennifer Gillan
ISBN: 9780415841214 0415841216 9780415841221 0415841224
OCLC Number: 872622753
Description: xvii, 275 pages : illustrations ; 24 cm
Contents: Introduction : Television brandcasting : Return of the content-promotion hybrid ; Viewers and their networks of friends ; Television endorsements and the call-to-affiliation ; Studying promotion, paratexts, and "total merchandising" --
Broadcasting series and sponsors : Branding the modern family: 1950s and now ; Sponsored credit sequences ; Dramatized advertisements ; Danny Thomas, Dodge, and ethnic strivers ; Star sitcoms: Lucy, Desi, and Danny ... and MacMurray? ; The Nelsons as America's favorite endorsers ; Showcasting consumer aspirations ; Buying and being American from the Andersons to the Goldbergs ; Suburban strivers, Modern family, and The middle ; Re-contextualizing sponsored sitcoms of the 1950s --
Narrowcasting schedules and stars : Narrowcast broadcasting ; Showtime's "bleak comedy" schedule pairs ; From premium to broadcast channel brands ; ABC as middlecaster ; Ozzie & Harriet and the peer-ent ; The rock 'n' roll era arrives on ABC ; My three sons and the generational accord sitcom cycle ; Wally, Ward, and Eddie Haskell on Leave it to Beaver ; From bobby soxer to beach bunny on Donna Reed ; Rock 'm' roll (& lose control) on Patty Duke and Gidget ; That kind of girl on That girl and Bewitched ; ABC's Thursday's girls schedule promotions ; Family Fridays and tween Tuesdays ; ABC's mid-1970s ratings dominance ; From TGIF to Disney Channel's friendship economy --
Cable brandcasting and Disney Channel's company voice : Disney Channel as brandcaster ; Disney Channel: a premium/basic cable hybrid ; Brandcasting through myth stories ; The obstinate optimist and "in-betweener" content ; Brandcasters and boutique content-about-content firms ; Disney's sunny outlook on stardom: YouTube to Hollywood ; Brand managing themselves: Miley Cyrus and The Jonas Brothers ; From BFF sitcoms to Disney's Friends for change ; Friends for change music videos ; Purchaser citizens and parent company sustainability --
Disney Studios' brand management on TV and blu-ray/DVD : Parent company brandcasting ; Disney brand management films?: Saving Mr. Banks and Frozen ; Authorizing Walt Disney ; Interpretive frames on blu-ray/DVD ; Hosted lead-ins and studio history as creative nonfiction ; Coca-Cola and custom character-based commercials ; Television "trailerizing" and The parent trap ; Disney Channel's decision engines ; Disney parks on Modern family and The middle --
Epilogue : Twitter multitasking, Mad-vertising, and sustainable TV : Disney Re-Micks ; Complementary storytelling: the influence of the Lost model ; Must-tweet TV: #Pretty little liars ; From "Mad-vertising" Mad men to mad predictions.
Responsibility: Jennifer Gillan.

Abstract:

"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"--

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"Moving deftly between mid-century and the new millennium, Television Brandcasting provides a wonderfully rich view of the creative promotional forms that have shaped, and continue to shape, the Read more...

 
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