Archive for 2018

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[ecrea] International Journal of Digital Television 9.3 is now available

Thu Nov 08 22:09:33 GMT 2018

Intellect is happy to announce that the International Journal of Digital Television 9.3 is now available! For more information about the issue, click here >> *_


Authors: Petros Iosifidis
Page Start: 199

*Regulation and co-regulation of product placement for OTT SVODs: The case of Netflix*

Authors: Gloria Dagnino
Page Start: 203

Commercial communications constitute one of the policy areas where differences between traditional broadcasting media and over-the-top (OTT) subscription video on-demand services (SVODs) emerge more dramatically. This article focuses on the exemplary case of global market leader Netflix to examine how this US-born company has been adjusting to EU regulation on product placement (PP) identification. Moreover, the article presents and discusses some of the criticisms that were raised with regard to Netflix’s supposed violation of the ban on the placement of tobacco products. The article argues that Netflix still fails to adequately disclose PP to its viewers. The article also advances a proposal for co-regulation on these matters, in light of the upcoming revised version of the EU Audiovisual Media Services Directive (AVMSD). An effective regulation of PP in OTT SVOD programmes is essential because watching Internet-based television is ever more a mainstream habit, particularly among young demographics, and because PP is a key revenue source for ad-free services like Netflix.

*Internet television at the local level: Challenges in regulating online media*

Authors: Aida Martori Muntsant
Page Start: 219

In a context of globalization of media landscape where big players provide content worldwide, broadcasters that cover topics related to local areas are still necessary. Due to the limitation of licenses in conventional television (such as digital terrestrial television), the denial of distribution platforms to local channels (as is the case of Movistar+ in Spain) and the aim of local channels to be in the digital sphere, one can find many local stations broadcasting online. The goal of this article is to point out the phenomenon of Internet television at the local level, and to explain the opportunity to regulate them like local television channels. The Catalan case, in Spain, will be presented as a paradigmatic example with a long tradition of local television, where more than twenty broadcasters turn to Internet due to the lack of entry barriers to online television market.

*The digital notion of the citizen-centred media ecosystem*

Authors: Lilia Raycheva
Page Start: 235

The technology breakthrough in fields such as artificial intelligence, robotics, the Internet of Things, 3D printing, etc. pose significant challenges to the contemporary media (traditional and social) and information ecosystem. Using PEST analysis, this article examines the political, economic, social and technological aspects of the demographic and literacy trends and disruptions in the media and communication ecosystem (based on digital practices in Bulgaria). The article concentrates on the political and regulatory commitment to fundamental values when developing new trajectories in the domains of technology, business and governance; the transformation of the business models for meeting customers’ expectations for personalized interaction at all points of their consumer experience; the scaling up of citizen-centred technologies as phenomenal opportunities for human progress, which also create serious societal challenges; and the impact of technological developments on society.

*Don’t touch my megahertz! Planning the Second Digital Dividend in Spain amid the battle between telecoms, OTTs and DTT players*

Authors: Marta Albújar Villarrubia
Page Start: 251

This article reviews the current European legislation and the Spanish government’s plans for the implementation of the Second Digital Dividend in Spain. Its main objectives are to compare the spectrum optimization process in other European states and to analyse what are the technical, political, economic and social implications of the whole process for the Spanish audio-visual services and for the actors involved in the process.

*Book Reviews*

Authors: Dejan Jontes And Andreas Halskov And Rob Samuels
Page Start: 271

  * Para-Interactivity and the Appeal of Television in the Digital Age,
    Oranit Klein Shagrir (2017)
  * TV Outside the Box: Trailblazing in the Digital Television
    Revolution, Neil Landau (2016)
  * Television 2.0: Viewer and Fan Engagement with Digital TV, Rhiannon
    Bury (2018)

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