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Jennifer Gillan - Television and New Media: Must-Click TV

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We watch TV on computers, phones, and other mobile devices; television is now online as much as it is on air. Television and New Media introduces readers to the ways that new media technologies have transformed contemporary broadcast television production, scheduling, distribution, and reception practices. Drawing upon recent examples including Lost, 24, and Heroes, this book examines the ways that television programming has changedtransforming nearly every TV series into a franchise, whose on-air, online, and on-mobile elements are created simultaneously and held together through a combination of transmedia marketing and storytelling. Television studios strive to keep their audiences in constant interaction with elements of the show franchise in between airings not only to boost ratings, but also to move viewers through the different divisions of a media conglomerate.

Organized around key industrial termsplatforming, networking, tracking, timeshifting, placeshifting, schedule-shifting, micro-segmenting, and channel branding this book is essential for understanding how creative and industrial forces have worked together to transform the way we watch TV.

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Television and New Media Television is now online as much as it is on-air We - photo 1
Television and New Media
Television is now online as much as it is on-air. We watch TV on computers, phones, and other mobile devices. And, increasingly, we go online to follow additional storylines for shows in webisodes, to play games centered around the shows characters, to remix and post video content from episodes, and to chat with other fans about our favorite programs.
Television and New Media introduces readers to the ways that new media technologies have transformed contemporary broadcast television production, scheduling, distribution, and reception practices. Drawing upon recent examples including Lost, 24, and Heroes, this book closely examines the ways that television programming has changed with the influx of new mediatransforming nearly every TV series into a franchise, whose on-air, online, and on-mobile elements are created simultaneously and held together through a combination of transmedia marketing and storytelling. Television studios strive to keep their audiences in constant interaction with new media elements of the show franchise in between airings not only to boost ratings for the show itself, but also to move viewers through the many different divisions of a media conglomerate while in the same fictional world.
Organized around key industrial termsplatforming, networking, tracking, timeshifting, placeshifting, schedule-shifting, micro-segmenting, and channel brandingthis book is essential for understanding how creative and industrial forces have worked together in the new media age to transform the way we watch TV.
Jennifer Gillan is Associate Professor of English at Bentley University. She co-edited four award-winning anthologies, Unsettling America, Growing Up Ethnic in America, and Identity Lessons (Penguin), and Italian American Writers on New Jersey (Rutgers University Press).
Television and New Media
Must-Click TV
Jennifer Gillan
Television and New Media Must-Click TV - image 2
NEW YORK AND LONDON
First published 2011
by Routledge
270 Madison Avenue, New York, NY 10016
Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
This edition published in the Taylor & Francis e-Library, 2010.

To purchase your own copy of this or any of Taylor & Francis or Routledges collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.
2011 Taylor & Francis
The right of Jennifer Gillan to be identified as author of this work has been
asserted by her in accordance with sections 77 and 78 of the Copyright,
Designs, and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced
or utilised in any form or by any electronic, mechanical, or other means,
now known or hereafter invented, including photocopying and recording,
or in any information storage or retrieval system, without permission in
writing from the publishers.
Trademark Notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
Library of Congress Cataloging in Publication Data
Gillan, Jennifer.
Television & new media: must-click tv / Jennifer Gillan.
p. cm.
Includes bibliographical references and index.
1. Television programs United States. 2. Television programs
United States Rating. 3. Television broadcasting Technological
innovations United States. 4. Convergence (Telecommunication)
5. Television viewers United States. I. Title. II. Title: Television and
new media.
PN1992.3.U5G55 2010
791.45750973dc22 2010001331
ISBN 0-203-87503-6 Master e-book ISBN
ISBN13: 978-0-415-80237-6 (hbk)
ISBN13: 978-0-415-80238-3 (pbk)
ISBN13: 978-0-203-87503-2 (ebk)
To PBC
for encouraging me to watch more TV
Contents
Acknowledgments
This research was made possible by scholarly grants and the generous support of the English Department, Dean Kate Davy, Dean Lynn Durkin, and the Faculty Affairs Committee at Bentley University. Invaluable assistance was provided by Kathy Sheehan to whom I am very grateful. For access to industry events and materials, I thank: Joyce Tudryn and the International Radio and Television Society Foundation as well as Frank Gonzalez and Bob Mendez of Disney ABC for funding to attend the Disney Impact Summit; Greg Pitts and the National Association of Television Program Executives Educational Foundation; Henry Jenkins, Sam Ford and Josh Green, Futures of Entertainment, MIT Convergence Culture Consortium; and Mark Quigley and the University of California, Los Angeles Film and Television Archive for access to its excellent collection of 1950s television transfers. Special thanks to Matt Byrnie and his team at Routledge for their commitment to this project and to my long-suffering family and friends for putting up with my obsessive commitment to it.
Earlier versions of parts of . In Grace Under Pressure: Greys Anatomy Uncovered, ed. Cynthia Burkhead and Hillary Robson. Cambridge, U.K.: Cambridge Scholars Press, 2008.
Introduction
Its network TV
Its about time. This deceptively simple sentence connotes many of the challenges facing broadcast television in the United States, especially during the first decade of the twenty-first century when the Big Four networks had to adjust their programming, scheduling, advertising, promotion, and distribution strategies in relation to the evolution of media technologies and viewer practices.
Its about time was also the Summer 2009 promotional tagline for The Jay Leno Show, the short-lived variety program NBC scheduled for 10 p.m. every weeknight starting that fall. and had provided lead-out audiences for the local newscasts of NBC affiliate stations. The irony is that NBCs marketing of its quality drama series had shaped expectations about the kind of shows that could be offered by a broadcast network in the time slot. NBC built its late twentieth-century brand reputation on having the most highly rated primetime schedule composed of a block of smart sitcoms followed by a signature drama such as Hill Street Blues in the 1980s or E.R. in the 1990s.
Those decades were dominated by programming power blocks like NBCs Thursday Must-See TV, which relied on strong lead-ins to carry weaker shows and encouraged viewers to stay with the network for the evenings programming flow, including the spots for sponsor and network products that ran between story segments. The first decade of the twenty-first century was characterized by an attempt to create power blocks through Must-Click TV, the term I use to describe new media-influenced network programming, marketing, broadcasting, and distribution strategies and audience reception practices.
A useful shorthand, the term new media, as this book demonstrates, is a problematic one that is akin to the advertising oxymoron new and improved given
This book charts the collision of U.S. broadcast television and new media which led to the transformation of TV series first into platforms for the promotion of other media (e.g.,
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