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The purpose of this paper is to propose a scheduling method called the “Asynchronous Harmonic Broadcasting Considering Commercial (AHB‐CC)” method, to reduce waiting time for continuous media data broadcasting.

The authors analyze and evaluate the performance of the proposed AHB‐CC method.

The authors confirm that the proposed method gives shorter average waiting times than the conventional methods.

A future direction of this study will involve making a scheduling method where the server concurrently broadcasts data and commercial contents. Also, maximum buffer size needs to be considered.

In general broadcasting systems, the server broadcasts the same data repetitively and clients wait until the first portion of the data is broadcast. Although the server can deliver the data to many clients concurrently, clients have to wait until their desired data are broadcast.

The AHB‐CC method presented in the paper further reduces waiting time by scheduling an effective broadcast that considers the playing time of commercial contents.

This chapter offers an historical overview and analysis of US broadcast regulation. It demonstrates how seemingly race-neutral policies – the interpretation of “public interest,” the preference for incumbents, the application of the First Amendment, and the embrace of colorblindness within US media policy – has functioned to entrench White interests in the broadcasting sector. Drawing on critical policy studies and critical race theory, this chapter illuminates how broadcast regulation has been a technology of White privilege, one that has had substantial consequences for the distribution of both material and symbolic resources as well as for the contours of the public sphere in the United States.

The purpose of this paper is to investigate the legal issues of simultaneous Internet transmission of broadcasting programs of the Open University of Japan (OUJ) and to take legal measures to promote the mutual utilization of open university courses in Japan, the UK, China and Korea.

The author examines the legal relationship regarding Internet simultaneous distribution of broadcast courses at the OUJ. The author then considers the legal relationship between the UK, China and South Korea regarding the simultaneous transmission of broadcast courses over the internet. Based on that consideration, this paper clarifies legal measures to promote its utilization.

Internet transmission of broadcasting courses will be webcasting. Arguably, it can be assumed to be streaming and on-demand, albeit controversial. Webcasting will be publicly transmitted, but there is only an on-demand provision for Internet transmission. As webcasting is streaming and on-demand, it involves reproduction of broadcasting courses. Therefore, webcasting needs to provide streaming provision for public transmission rights and associate them with reproduction right.

The originality of this paper lies in clarifying the legal response of the object, subject and rights of webcasting from the perspective of the OUJ, in order to dispel legal problems that may arise in the future against this unexplored phenomenon. Additionally, this paper is valuable in that it presents legal consistency from the point of view of the comparative laws of Japan, the UK, China and South Korea, based on an examination of the legal response in Japan.

The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast.

A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors.

Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration.

Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on the SKY Sport network between September 2011 and February 2012.

Content analyses for various categories of alcohol-related images were conducted, including a novel inclusion of analysing crowd alcohol consumption.

The results provide empirical evidence that sponsorship and activation-related activities of alcohol brands subvert national regulations that ban alcohol advertising during daytime television programming.

The results serve to sensitise researchers, practitioners, policy makers, and regulators to the prevalence of incidental alcohol promotional material within the overall televised alcohol advertising mix and the broader societal exposure to such images. This research also informs readers that alcohol companies and media outlets produce alcohol-related marketing that may not be in-line with the meaning and/or intent of laws.

This article aims to investigate whether and how the application of European state aid rules to the public funding of public broadcasting organisations in Europe has advanced public broadcasting as a policy process and made it more adaptive to the challenges of the digital age.

The findings are based on a triangulation of literature study, document analysis and expert interviews (with over 50 stakeholders involved with the topic of state aid and public broadcasting).

The article consists of four main parts. Firstly, the issue of state aid and public broadcasting is contextualised within the heated discussions on the legitimacy of European intervention in a cultural policy domain such as broadcasting. Secondly, the analytical framework is presented. Thirdly, analysis of specific state aid cases follows. Finally, some conclusions and recommendations are outlined. The article concludes that European state aid policy has furthered a public service media project in the EU member states.

The article fills a void in current fragmented and often overly descriptive or overly ideological assessments of the relevance of state aid policy for public service broadcasting.

The paper contributes to ongoing policy debates about the issue of state aid policy for public service broadcasting.

The article fills a void in current fragmented and often overly descriptive or overly ideological assessments of the relevance of state aid policy for public service broadcasting.

Analyses the evolution of China’s telephone and cable systems, in terms of the public interest, discussing current bureaucratic conflicts and policy debates over convergence, and construction of an independent broadband cable network. Looks in depth at China’s problems and the different problems for its citizens with regard to poverty levels and access to the Web.

The purpose of this study is to review current policy debates on convergence in Korea and the UK. This study compares the two countries' cases of how they prepare for convergence, what are the regulatory frameworks, and what are the conflicting issues in the convergence.

This study conducts a comparative case study between Korean and the UK. Data are collected through literature review, regulatory document and market research.

The regulation in the UK has been focused on how to change the notion of public interest in the convergence era, whereas the agenda in Korea seems to be how to apply a legacy of public interest to convergence services. The laws of public interest in Korea have been drawn from a legacy regime, which makes applying in a convergence era increasingly difficult. There is a compelling need for conceptual clarification in understanding the meaning of public interest in the convergence environment.

Future research may further investigate the effective regulatory framework in the emerging convergence era.

Regulation needs to be transparent, clear and proportional and distinguish between transport and content. This implies a more horizontal approach to regulation with a homogenous treatment of all transport network infrastructure and associated services, irrespective of the nature of the services carried.

This research identifies issues regarding convergences and suggests a way in which the two different principles of broadcasting and telecommunications can be integrated; how public interest laws can be reconciled with considerations of competition and economic efficiency is explained.

This paper examines recent Canadian public policies intended to create a window for domestic entertainment programming on television in the face of a series of economic and technological factors which favour greater cultural integration with the American television market. These factors include the limited revenues available to the conventional public and private TV sectors, audience fragmentation through cable, and both the readily availability, and audience acceptance in English Canada, of inexpensive shows from the USA. Recent policies have focussed upon increasing the number of Canadian cable channels in a country where most people subscribe to cable; but paradoxically, public funding for the mainstay of domestic entertainment programming, the Canadian Broadcasting Corporation, is being drastically cut. The impacts of these cuts on the Corporation’s mandate, and proposed remedies, are outlined. It is concluded that public broadcasting policies are now being determined by economic rather than cultural goals, and that the Corporation is a victim of this trend.

The purpose of this paper is to find a practical method to minimize unnecessary rebroadcasts for ad hoc networks in a remote area.

The authors design a theoretical coverage estimation model for autonomous broadcast pruning. To verify the effect of the model, simulations are performed to evaluate the effect of confidence level and the actual performance by using ns2 network simulator.

The algorithm used to predict the coverage area of broadcasts can minimize unnecessary rebroadcasts.

Autonomous broadcast pruning scheme based on the local prediction of a remained coverage area in the on‐going broadcast process brings us beneficial results in terms of energy savings and limited bandwidth preservation.