Yu-li Liu - Policy and Marketing Strategies for Digital Media

First published 2014
by Routledge
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Library of Congress Cataloging-in-Publication Data

Policy and marketing strategies for digital media / edited by Yu-li Liu and

Robert G. Picard.

pages cm. (Routledge studies in new media and cyberculture ; 19)

Includes bibliographical references and index.

1. Telecommunication policy. 2. TelecommunicationMarketing.

3. Mass mediaTechnological innovations. 4. Digital media. I. Liu,
Yu-li, 1957 II. Picard, Robert G.

HE7645.P63 2014
384.0684dc23
2013047894

ISBN: 978-0-415-74771-4 (hbk)
ISBN: 978-1-315-79430-3 (ebk)

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YU-LI LIU AND ROBERT G. PICARD

PETROS IOSIFIDIS

PEGGY VALCKE AND JEF AUSLOOS

PETER LOOMS

ROB FRIEDEN

AMIT SCHEJTER AND NOAM TIROSH

YASU TANIWAKI

YU-LI LIU

YOKO NISHIOKA AND MINORU SUGAYA

EUISUN YOO AND HYANGSUN LEE

MABEL TAN AND PENG HWA ANG

MIKLOS SUKOSD

ROBERT G. PICARD

RICHARD A. GERSHON

BERND W. WIRTZ, PHILIPP NITZSCHE, AND LINDA MORY

EDWARD C. MALTHOUSE AND DON SCHULTZ

ROBERT PENNINGTON

RYLAND SHERMAN AND DAVID WATERMAN

DONGHEE SHIN

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This book originated in a conference entitled The Digital Media and New Media Platforms: Policy and Marketing Strategies, sponsored by the Ministry of Education in Taiwan. We are indebted to many scholars who presented their papers at this conference held in March 2012 at National Chengchi University in Taipei, Taiwan. We would also like to thank the authors who could not attend this conference but were still willing to contribute their works to this book. As editors of this book, we had opportunities to interact with these well-known and knowledgeable authors who made great efforts in writing their chapters. We would also like to thank the anonymous reviewers for recommending our book proposal to the publisher Routledge. Through their comments and criticisms, we have been able to carefully revise our chapters. We would like to acknowledge the assistance of Tiffany Lin in compiling the collection and checking all the tables, figures, and references. Last, but not least, Felisa Salvago-Keyes and Katie Laurentiev of Routledge also deserve special recognition for their support in publishing this book.

Yu-li Liu and Robert G. Picard

In recent years, more and more countries have switched off or committed to switching off their analog television broadcast signals, steps that harmonize the fundamental distribution technologies of broadcasting, telecommunications, and other media and make possible a range of new communication services. In this digitized world, the use of digital and new media has become an increasingly important issue. The policies and marketing strategies of the converging media deserve much attention from the public since they may have a significant impact on daily life. In some European countries, the digital TV platform also provides pay-TV services that compete with other TV platforms, such as cable TV, direct broadcast satellite (DBS), and Internet Protocol Television (IPTV). Over-the-Top (OTT) media have also emerged in the market. Some of them have even started to bring threats to the traditional media in terms of watching hours and revenues. In many countries, OTT video services do not require viewers to apply for licenses, nor are such services regulated by communications laws. This again raises the problem of a level playing field and what policy makers are trying to accomplish with public policy.