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

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 >> https://bit.ly/2D7EIMa *_
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Contents_*

*Editorial*

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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