CHAPTER 8
New Media Promotion
Steven Masiclat and Robert A. Klein
The media landscape is morphing in ways that go far beyond just the appearance of the Internet and the World Wide Web. In a New York Times article, Nielsen’s chief of technology, Robert Luff, pointed out, “Television and media will change more in the next 3 or 5 years than it’s changed in the past 50.”1 These anticipated changes are complex and multifaceted. Programs like the 30-minute situation comedy, which used to dominate prime-time television, have become just one of many kinds of video content. Talk to someone today about a program you just watched, and they won’t be sure if you’re talking about a standard TV episode, a webisode (episodic programs delivered via web technology), ...
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