Policy and Marketing Strategies for Digital Media

1st Edition

Yu-li Liu, Robert G. Picard

Routledge
Published June 16, 2017
Reference - 312 Pages - 17 B/W Illustrations
ISBN 9781138305946 - CAT# Y367047
Series: Routledge Studies in New Media and Cyberculture

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Summary

With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.

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