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The chapter discusses the characteristics of audiovisual (AV) media sectors in the Baltic Sea region. Therein it focuses on the specifics of media industries in small countries in the region as they are challenged in ways notably different from large countries with large domestic markets for media content. It discusses the differences between the AV media industries in the Nordic and Baltic countries and suggests that while in the first case long-term welfare society policies and conscious policy-driven system building have conditioned growth and international success then also in the second case innovation policy rationales have facilitated recent growth and dynamics. It then discusses the specific challenges, especially platformisation to small media industries in contemporary globalising media markets, and suggests that opportunities to resist these challenges may be in local inter-sectoral cooperation, that is, in building cross-innovation systems.

Purpose – This chapter aims to show how media law strongly contributed to shape in Hungary what has been pictured as a U-turn. This illiberal trend was subsequently strengthened during the Covid-19 pandemic. Methodology/Approach – It considers that law also constitutes and not only orders political and social relationships. Law, including media law, has been in Hungary one of the main factors of change or rather of political-social construction. This chapter therefore moves from the study of positive law and analyzes Hungarian media laws within the theoretical framework of illiberal democracy, drawing from contributions to political science and socio-legal studies. Findings – This chapter demonstrated that media laws have outlined in Hungary a centralized regulatory system with broad powers, which lacks political independence, therefore encouraging self-censorship and limiting freedom of expression and pluralism. These laws contributed to shape the illiberal U-turn occurred in the country before the pandemic, but the coronavirus offered the occasion to reinforce government powers, giving the leeway to rule with no or minimum scrutiny for an indefinite period and further limiting dissent. The analysis enabled to argue that neither the media regulation established during the past decade nor the laws adopted during the Covid-19 pandemic are compatible with a modern democracy. Originality/Value – Based on existing literature, little research has been conducted on the appearance and endurance of non-democratic regimes, and supposedly even less within the context of the coronavirus pandemic which started only a few months ago, compared to the contributions available on democratization processes and democratic consolidation.

This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.

A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.

Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.

We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.

This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.

The present paper analyzes the implementation of Open Digital Television (Televisión Digital Abierta or TDA) in Argentina. It takes up a sociotechnical standpoint and considers TDA as a public policy designed to foster social inclusion.

The ideas presented in this paper are derived from a sociotechnical perspective, both at a theoretical and at a methodological level. The main postulates of this perspective are based on constructivist criteria; they explain outcomes as a result of the constant interplay of technical and social realities. Thus, this relation is intrinsic and continuous. We work with the concept of technology in its broadest sense. That is to say, TDA is not seen as just a mass communication infrastructure, but as a technology which involves knowledge, production practices, and content broadcasting, as a result of the interrelation of cultural, political, social, economic, scientific, and technological factors. The study of TDA in Argentina as a public policy for social inclusion shows how the constant sociotechnical interrelations have to be taken into account (technical standard, antenna features, social actors involved, produced content, etc.) throughout the whole process, from the conception and design of public policies to their implementation, but mainly at the stage of results analysis.

We concluded that throughout the implementation of the TDA public policy, a determinist view of technology prevailed. This can be seen in relation to both the role of television as a medium for social inclusion and the actions regarding the role of the user. The idea of viewer in the traditional sense prevailed over the idea of an active user. This stage provides significant data to assess the range and the limitations of the current public policy, and to think of improvements to implement in the future. These observations suggest a new challenge lying on the horizon: to construct a new concept of television; that is, to analyze TV as a social actor that is crucial for social inclusion rather than simply a medium of mass communication.

The sociotechnical perspective sheds light on the actors involved in the development, implementation, and production of a public policy designed for social inclusion. It focuses both on the government plan and the usage practices of the users themselves. The approach we propose for the study of the relation between technology and public policy is consistent with the notion of an active government.

The value of this paper lies in its theoretical and methodological approach, since a sociotechnical analysis grounded on relativism is a different view to the one that is dominant in studies in the field of communication and public policies. This view offers innovative insights into the problems regarding TDA by exploring the interrelations between actors and the power relations embedded in the public policy.

This chapter is based on the findings of the empirical material gathered in Finland and Sweden through interviews with education and audiovisual (AV) media actors and policymakers in 2017–2018. The aim of the chapter is to discuss the innovation systems of the education sector and Finland and Sweden in general, compare the sectoral innovation models of the two sectors, and conclude with discussing the resulting challenges for policymakers. Our results show that a new EdTech sector employing the competences of the education, information and communication technology, and AV media sectors has begun to emerge and actors in the both countries have eagerly taken actions to boost its development as a business and export field. We discuss the reasons and consequences of this development.

The chapter takes a micro-level view to investigate cross-innovation between the audiovisual media and tourism sectors. It provides a narrativised account of the creation and development of two location-based film tourism apps, one developed in Hamburg, Germany and another in Malmö, Sweden. In doing so, it aims to elucidate the dynamics of innovation at the boundaries of industries, as experienced by individuals and small groups engaged in the process. The conclusion of the chapter focuses on the broader issue of the relative slowness of innovation in the tourism industry, as well as the shortage of private sector-driven initiatives that address this issue. It also touches upon the critical issue of the platformisation of tourism industries and its potential effects on cross-innovation.

Purpose: This chapter presents some results of a research project on the new modes of production of television crime news in Argentina. The authors explore the creation of content regarding crime in television newscasts, focusing on the ways of accessing the sources, circulation of information, and exhibition strategies.

Methodology/approach: The enquiry involved interviews with news workers and observations in nine stations in Buenos Aires City. The authors describe the routines in the production of television crime news in Argentina, the ways of narrating and enunciating crime news on television, the role played by the police in the structure of the news, and the emergence of new sources of information.

Findings: The authors outline three main findings: Most of the newscasts on television give prominence to crime news within their agendas since producers understand that this kind of information is attractive for the public; the authors observe that the way crime news is told defines the interpretive frame transmitted to viewers; and the authors describe how, in recent years, the production and presentation of crime news have changed as a result of the spread of digital technologies as sources of information.

Research limitations: First, the study was conducted in just one country. Second, it does not specifically explore why the criteria of newsworthiness as described in the chapter are used. This question can only be explored by looking closely at the experiences of the actors in their sociohistorical context; therefore, a cultural study would need to look in depth at the historic characteristics of the security forces in Argentina and their relation with the press. Finally, a study on viewers’ opinions is needed in order to understand their interpretation of crime news in terms of meaning.

Originality/value: The value of the study is to visualize the cultural specificities of the local newsmakers to understand the way they produce crime news. Whereas the study undoubtedly shares similar characteristics with news production in other countries, it focuses on the specific environment of local newsmakers and shows how the press experiences and visualizes crime and fear of crime in Argentina.

This chapter looks at web-radio and podcasting in Greece, exploring their past, current status and considering possible futures. The analysis begins from broadcast radio in order to explore the, sometimes complex, relationships between traditional and new digital formats, particularly as these exist in an already financially and politically challenging terrain. Some tensions are revealed as the author, via primary and secondary research, navigates the radio landscape in a country that is now emerging from a long financial crisis. As there is very little writing on Greek Podcasting, this chapter aims to provide a snapshot of what currently exists and to suggest possible functions and creative avenues for it in Greece moving forward.