Transnational media and contoured markets : redefining Asian television and advertising - Thomas, Amos Owen, 1954- (New Delhi ; Thousand Oaks, Calif. ; London : Sage Publications, 2006)
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 advertisers -- 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.
Includes bibliographical references (p. [243]-257) and index.
Keywords: Television -- Asia; Digital media; Globalization