Table Of Content

0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page i Television Disrupted 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page ii 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page iii Television Disrupted The Transition from Network to Networked TV Shelly Palmer AMSTERDAM • BOSTON • HEIDELBERG • LONDON NEW YORK • OXFORD • PARIS • SAN DIEGO SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Focal Press Is an Imprint of Elsevier 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page iv Acquisitions Editor: Angelina Ward Marketing Manager Christine Degon Veroulis Development Editor: Beth Millett Assistant Editor: Rachel Epstein Cover Design: Eric DeCicco Interior Design: Frances Baca Design Composition: Umbrella Graphics Illustration: James Millefolie Focal Press is an imprint of Elsevier 30 Corporate Drive,Suite 400,Burlington,MA 01803,USA Linacre House,Jordan Hill,Oxford OX2 8DP,UK Copyright © 2006,Shelly Palmer.Published by Elsevier,Inc.All rights reserved. No part of this publication may be reproduced,stored in a retrieval system,or transmitted in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford,UK:phone:(+44) 1865 843830,fax:(+44) 1865 853333, E-mail:[email protected] may also complete your request on-line via the Elsevier homepage (http://elsevier.com),by selecting “Support & Contact”then “Copyright and Permission”and then “Obtaining Permissions.” Recognizing the importance of preserving what has been written,Elsevier prints its books on acid-free paper whenever possible. Library of Congress Cataloging-in-Publication Data Application submitted British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN 13: 978-0-240-80864-2 ISBN 10: 0-240-80864-9 For information on all Focal Press publications visit our website at www.books.elsevier.com Printed in the United States of America 06 07 08 09 10 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page v Contents Acknowledgments ix About the Author xi Introduction xiii 1 The Businesses of Television 1 2 Disrupting Television Using Existing Network Technologies 25 3 Internet 37 4 Existing Wireless Networks 53 5 Emerging Networks 61 6 Content, Storytellers, Gatekeepers and Related Skills 75 7 Networked Value Propositions 91 8 Media Consumption 99 9 Digital Rights Management and Copyright Laws 119 10 The Evolution of Advertising and Audience Measurement 135 11 Emerging Advertising Technologies 153 12 Television Disrupted 161 Glossary 189 Cited Works 221 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page vi 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page vii For Debbie,Alexis,Brent and Jared (and my cats Mozart and Newton) —Shelly Palmer 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page viii 0-Television.Prelims v6sp.qxd 3/20/06 7:19 AM Page ix Acknowledgments This book would not have been possible without the help and support of my wife Debbie and my family.A special wink to my son Brent,who reminded me that the Bible was not copy-protected. Special thanks also to my other son Jared, who was very respectful of the fact that I needed lots of time to write this book.Kudos to my daughter Alexis and my son-in-law Andrew Zinberg for reading and critiquing the manuscript. And thanks to Mom and Dad and my brother Jason.This was a group effort and I truly appreciate everyone’s help. I am also grateful for the extraordinary knowledge and guidance from my friends and colleagues.Special thanks to Gali Einav,Charlie Jablonski,Alexandra Kenney,Lilia Aramayo,Barry Fischer,Mark Schubin (technical consultant extraordinaire),copyright guru Ray Beckerman, Esq., Lydia Loizides, Channing Dawson, Tim Halle, Steve Ehrlich, Stuart Lipson, Jim Turner, Martin J. Reingold,Angelina Ward, Beth Millett, Christine Degon,Rachel Epstein,and the “Justice League.” I owe a special debt of gratitude to my friend Rick Mandler,whose contributions to this work were invaluable.And a special thank you to Seth Haberman,who is,without a doubt,the smartest kid in the class. I would also like to thank the executive committee and the members of the Advanced Media Committee of the National Academy of Television Arts and Sciences (The Emmy®Awards),which I chair.We are truly blessed to be part of an organization that recognizes the importance of change and accepts the challenges of industry leader- ship with dignity,grace and foresight. ix