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This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field.

The most relevant contributions from the literature describing the practice and assessing the effectiveness of NFAs are presented and reviewed.

NFAs have emerged in response to the decreased effectiveness of conventional television advertising (spots) due to audience fragmentation, zapping, saturation and increased competition. Currently, NFAs are widely used around the world. Although the available empirical evidence indicates that NFAs are more effective than traditional spots in terms of recall, this chapter points to a need for better scientific understanding of key aspects of these new formats. Given the important role that NFAs play in how today’s television advertising market is managed, further research is needed on their effectiveness.

The literature on the practice and analysis of the effectiveness of NFAs is unfocused and varied, making it difficult to adequately determine whether the growing use of these formats can be justified on the grounds of proven arguments regarding the qualities that set them apart from traditional spots. In this regard, the summary provided in this chapter of both the state of knowledge about different types of new advertising formats on TV and their effectiveness is an important reflection of the state of the art in research on these formats.

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.

Creativity and innovation are important for fulfilling organizational goals. In understanding ways to enhance creativity research has moved on from understanding individual creativity, to an organizational analysis of successful firms that encourage creativity. However, an additional source of creativity stems from direct and indirect leadership and the decisions leaders make to enhance creativity throughout the organization. This chapter examines creativity in film and television as influenced by leadership activities at the organization, team, and individual level and describes lessons learned.

Purpose – The present research seeks insights into the consumer socialization process of both children and adults in a developing country, Peru. The role played by two socialization agents, media and church, has been explored in terms of how each is related to an important facet of consumer attitudes, level of materialism.

Methodology/approach – Male students attending a faith-based high school in Peru, as well as one of their parents, completed a survey in Spanish seeking information on their television viewing, their faith, and their views regarding possessions.

Findings – The more traditional socialization institution, church, appears to be less important to younger consumers than to their parents; but it has a greater influence on materialism for youth than their parents. The power of media as a socialization agent for both groups is seen not only via television advertising, but also through television programming.

Research implications – As one considers how consumers learn to be consumers, both from a purely theoretical standpoint as well as from a strategic marketing perspective, one should take into account both avenues for information transmission. The role played by both seems to change people's lives, both in terms of perceived importance, as well as actual consumer decision making.

This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely defined by two features: the delineation of its geographic markets by political boundaries and markets that have natural monopoly characteristics. While the pre-monopoly stage or periods of competition may be comparatively short-lived, they are still telling. Monopolists undertake market strategies designed to ensure that they are not supplanted and nonmarket actions geared to avoiding undesirable constraints and reputational damage. Depending on their legal and regulatory environment, customers of the measurement services have used both market and nonmarket actions to mitigate the market power of the audience measurement firms. This paper focuses primarily on the U.S. radio and television audience measurement markets that Arbitron and Nielsen, respectively, have dominated for decades. Non-U.S. markets, which frequently feature America’s foremost firms, illustrate alternatives to America’s largely laissez-faire approach.

Guided by Bronfenbrenner’s Ecological System’s model, this study documented acculturation and parental involvement in low-income Chinese immigrant homes that serve as predictors of parental mediation. By surveying 165 parents of 3–13-year-old immigrant children, this study found that low-income Chinese parents enacted restrictive mediation the most and exhibited a slow acculturation process even after an average of seven years of emigration. Higher parental acculturation was related to a higher use of active and restrictive mediation. Additionally, different aspects of parental involvement also served as predictors of the three mediation strategies. Chinese cultural emphasis on academic excellence and success was used to help interpret the findings. Future research should consider implementing research-based adult media literacy programs for immigrant parents to help them practice their parental mediation skills in the host culture.

Television critics play a central role in the interpretation of cultural forms, objects, and productions. In contrast to critics in elite art worlds, the role and status of television critics are less institutionalized and less well understood. One indicator of the degree and status of the institutionalization of critics’ roles is the codification of evaluative criteria and critical practices. Our research examines whether critics in television draw upon a recognizable set of evaluation criteria, and if so, whether that repertoire of aesthetic concepts increasingly parallels criteria employed by critics in elite art worlds. Using multidimensional scaling to delineate television criticism over the last two decades, a period of considerable transformation in the industry, we find that television criticism attends to a core set of conventional criteria. These include appraisal of formal aesthetic elements, signaling increased attention to television as an art form, while retaining consideration of factors such as entertainment value that are of interest to audiences and business constituencies alike.

The current paper examines the relationships between watching television for various times of day and reading achievement for a subsample of third grade language minority (LM) students compared to third grade students in general.

The analysis uses ECLS-K 1998–99 data to first test for significant differences between the two samples, then further explores these relationships using separate OLS multiple regression models, while controlling for past reading achievements and socioeconomic variation.

Building on more nuanced versions of displacement theory, this paper finds a positive relationship between reading achievement and watching television after dinner on weekdays specifically for LM students. For the general sample, watching TV on weekends or weekdays at any time period has no relationship with reading achievement.

This research suggests the potential for TV or perhaps other media to act as a lingual- or cultural-learning facilitator for LM students, being positively tied to reading achievement. The paper’s unique focus on multimedia use and LM students makes it particularly applicable to educators and public policy officials tasked with confronting the reading skills gap for a growing LM student population.

Small Claims Court Television Shows offer spectators an opportunity to re-envision their relationship to legal and civic judgment. Through presenting racial and regional judges, these shows re-imagine legal judgment as a necessary and inclusive component of everyday citizenship. Reflecting Reality TV, Tabloid TV Talk Shows, and the History of African-American representation on television, shows like Judge Mathis and Judge Judy demonstrate the contradictions inherent in racial representations on television. By showing the ways in which television performance reflects the performative aspect of legal discourse already operating upon us, the judges use stupidity as a way to pedagogically energize a lower class, disenfranchised viewership into newly rehearsing their roles as active citizens.