Transnational Media and Contoured Markets: Redefining Asian Television and Advertising

"In a world increasingly polarising into media-rich and media-poor nations, the rapid spread of satellite and cable television has triggered a vigorous debate on the globalisation of media and markets. At the beginning of the twenty-first century, media and communications technologies have been converging at an unprecendented pace worldwide. Transnational Media and Contoured Markets brings a multi-faceted perspective to bear on the transformation of the broadcast and advertising industries in Asia at the turn of the century."

The book uses case studies of satellite and cable channels across South, Southeast and Northeast Asia to argue that the globalisation of the media and advertising can only be understood within the broader context of economic, political, social and cultural processes within nation states, subnational regions and transborder ethnic communities. The book raises socio-ethical issues related to growing globalisation for developing countries and transnational economies worldwide.

Chapters include:

• Emergence and Divergence
• Mediating Globalisation
• Cloning StarTV
• Demarcating Nationality
• Targeting Markets
• Advertising Transposed
• Relativity of Globality
• Strategy Paradoxes
• Transcending the Boundaries