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Part IV Marketing Strategies Country Case Studies Inverse Intranet: The Exceptionalism of Online Media Policies in China Sukosd, Miklos Published in: Policy and Marketing Strategies for Digital Media Publication date: 2014 Document version Version created as part of publication process; publisher's layout; not normally made publicly available Citation for published version (APA): Sukosd, M. (2014). Inverse Intranet: The Exceptionalism of Online Media Policies in China. In Policy and Marketing Strategies for Digital Media (pp. 170-191). Routledge. Routledge Studies in New Media and Cyberculture Download date: 30. sep.. 2021 Policy and Marketing Strategies for Digital Media With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, Internet Protocol TV (IPTV), mobile TV, and Over-the-Top (OTT) TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies. “The essays in this book provide valuable insights for both professionals and academics on the impact of changes in digital media on public policy and the marketplace.” — David Ackerman, California State University, Northridge, USA “This is a collection of important insights from around the world on some of the most important communication issues of our time. It is must-reading for anyone who wants to see the whole picture.” — Pat Longstaff, Syracuse University, USA Yu-li Liu is professor of the Department of Radio and TV at National Chengchi University in Taiwan. She has published numerous books, includ- ing Multi-Channel TV and Audience , Cable TV Management and Program- ming Strategy , Cable TV Programming and Policy in China , Radio and TV , and Telecommunications . Robert G. Picard is director of research at the Reuters Institute, Depart- ment of Politics and International Relations, University of Oxford. He is the author and editor of 27 books and an academic expert on media economics and management and government communications policies. 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd i 22/23/2014/23/2014 111:58:011:58:01 AAMM Routledge Studies in New Media and Cyberculture For a full list of titles in this series, please visit www.routledge.com 6 Virtual English 13 The Public Space of Queer Internets and Digital Social Media Creolization Connected Cultures of the Jillana B. Enteen Network Society Thérèse F. Tierney 7 Disability and New Media Katie Ellis and Mike Kent 14 Researching Virtual Worlds Methodologies for Studying 8 Creating Second Lives Emergent Practices Community, Identity and Spatiality Edited by Ursula Plesner and as Constructions of the Virtual Louise Phillips Edited by Astrid Ensslin and Eben Muse 15 Digital Gaming Re-Imagines the Middle Ages 9 Mobile Technology and Place Edited by Daniel T. Kline Edited by Gerard Goggin and Rowan Wilken 16 Social Media, Social Genres 10 Wordplay and the Discourse of Making Sense of the Video Games Ordinary Analyzing Words, Design, and Stine Lomborg Play Christopher A. Paul 17 The Culture of Digital Fighting Games 11 Latin American Identity in Performances and Practice Online Cultural Production Todd Harper Claire Taylor and Thea Pitman 18 Cyberactivism on the Participatory Web 12 Mobile Media Practices, Edited by Martha McCaughey Presence and Politics The Challenge of Being 19 Policy and Marketing Strategies Seamlessly Mobile for Digital Media Edited by Kathleen M. Cumiskey Edited by Yu-li Liu and Robert G. and Larissa Hjorth Picard 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd iiii 22/23/2014/23/2014 111:58:031:58:03 AAMM Policy and Marketing Strategies for Digital Media Edited by Yu-li Liu and Robert G. Picard 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd iiiiii 22/23/2014/23/2014 111:58:041:58:04 AAMM First published 2014 by Routledge 711 Third Avenue, New York, NY 10017 and by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2014 Taylor & Francis The right of the editors to be identifi ed as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identifi cation and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data [CIP data] ISBN: 978-0-415-74771-4 (hbk) ISBN: 978-1-315-79430-3 (ebk) Typeset in Sabon by Apex CoVantage, LLC 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd iivv 22/23/2014/23/2014 111:58:051:58:05 AAMM Contents List of Figures ix List of Tables xi Acknowledgements xiii Introduction 1 YU-LI LIU AND ROBERT G. PICARD Part I: Policy Issues 1 Digital Television and Switchover Policies in Europe 11 PETROS IOSIFIDIS 2 Television on the Internet: Challenges for Audiovisual Media Policy in a Converging Media Environment 24 PEGGY VALCKE AND JEF AUSLOOS 3 Making TV Accessible in the 21st Century 43 PETER LOOMS 4 Next-Generation Television and the Migration From Channels to Platforms 60 ROB FRIEDEN 5 New Media Policy: The Redistribution of Voice 73 AMIT SCHEJTER AND NOAM TIROSH Part II: Policy Issues: Country Case Studies 6 Policy Implications from the Changing Market Environment Including Convergence Between Telecommunication Services and Broadcasting Services 89 YASU TANIWAKI 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd v 22/23/2014/23/2014 111:58:051:58:05 AAMM vi Contents 7 Reconsidering the Telecommunication and Media Regulatory Framework in Taiwan: Using the Newly Emerging Media as Examples 100 YU-LI LIU 8 Japan’s Legislative Framework for Telecommunications: Evolution Toward Convergence of Communications and Broadcasting 120 YOKO NISHIOKA AND MINORU SUGAYA 9 The Impact of Digital Convergence on the Regulation of New Media in Korea: Major Issues in New Media Policy 138 EUISUN YOO AND HYANGSUN LEE 10 Fine-Tuning the Competition: The Case of Singapore’s Cross-Carriage Rule in Ending Content Exclusivity 154 MABEL TAN AND PENG HWA ANG 11 Inverse Intranet: The Exceptionalism of Online Media Policies in China 170 MIKLOS SUKOSD Part III: Marketing Strategies 12 Digital Media and the Roots of Marketing Strategy 195 ROBERT G. PICARD 13 Digital Media, Electronic Commerce, and Business Model Innovation 202 RICHARD A. GERSHON 14 Cross-Media Marketing Strategies 218 BERND W. WIRTZ, PHILIPP NITZSCHE, AND LINDA MORY 15 Marketing Communications with Networked Consumers and Negotiated Relationships 233 EDWARD C. MALTHOUSE AND DON SCHULTZ 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd vvii 22/23/2014/23/2014 111:58:051:58:05 AAMM Contents vii 16 Marketing Self-Branding Strategies for Social Presence in Digital Media 246 ROBERT PENNINGTON Part IV: Marketing Strategies: Country Case Studies 17 Technology and Competition in U.S. Television: Online Versus Offl ine 265 RYLAND SHERMAN AND DAVID WATERMAN 18 Multiscreen Services: User-Centric Marketing Strategies 280 DONGHEE SHIN Contributors 297 Index 303 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd vviiii 22/23/2014/23/2014 111:58:061:58:06 AAMM 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd vviiiiii 22/23/2014/23/2014 111:58:061:58:06 AAMM Figures 3.1 Two viewers watching television 46 6.1 Layer competition model. 90 7.1 Silo model of regulation. 101 8.1 Schematic image of the reorganization of the telecom legislative framework. 129 8.2 Change of legislative framework/overall institutional arrangements in telecommunications. 132 9.1 An example of how to estimate a media corporation’s infl uence on public opinion. 142 9.2 The impact of smart TV on Internet traffi c. 146 11.1 The regulatory regime in digital media sectors. 176 11.2 China’s intranet strategies. 186 14.1 Manifestations of cross-media in dependence of the media channels. 221 14.2 Drivers and catalysts of cross-media. 223 14.3 Cross-media adaptation effort and potential. 225 14.4 Cross-media strategy types. 228 14.5 Processes of cross-media management. 230 15.1 The acquired relationship and customer relationship management (CRM) models. 234 15.2 Networked consumers and negotiated relationships. 236 17.1 Television industry revenue by category, as % GDP, 1980–2010. 267 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd iixx 22/23/2014/23/2014 111:58:061:58:06 AAMM 66244-276-1pass-0FM-r03.indd244-276-1pass-0FM-r03.indd x 22/23/2014/23/2014 111:58:061:58:06 AAMM Tables 3.1 SWOT factors for accessible television 56 7.1 Comparisons between the electronic media laws and the Telecommunications Act 112 7.2 Stakeholders’ opinions about the Converged Act 114 8.1 Relationship between major broadcasters and national newspapers 122 8.2 Important events in the process of reorganizing the legislative framework 127 9.1 Suggested equation for aggregate impact among media 141 11.1 Key Chinese Internet content companies listed on stock
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