附註:Includes bibliographical references (pages 187-193) and index.
摘要:Television as we know it is on its way to extinction. Hollywood as we know it is an endangered species. Advertising as we know it is undergoing radical transformation. And in a trillion-dollar Petri dish, they are being crossbred. This is an astonishing story of money, power, technology, panic - even a whiff of nostalgia. And it's happening at the glitzy intersection of Madison & Vine. At its core, this is a story about business models that have been badly damaged (in some cases broken), and the need to reinvent them to ensure the future of the advertising and entertainment industries. As these business models begin to collapse, there is a scramble to create a new model, one in which advertisers and the entertainment industries prop themselves against each other. To ensure their mutual survival, these industries have to overcome distrust, often-divergent agendas and creative conflicts and form alliances that benefit both. Emerging technologies are transforming media communications, putting the end user rather than the content provider in control of the information flow. Users of such devices significantly alter their viewing behaviors.; This has tremendous implications for television advertising and the economic model of marketers, ad agencies and media companies. The threat to the traditional 30-second commercial represents a threat to the entire marketing industry. At the same time, many sectors of the entertainment business are confronting their own challenges. Personal-video recorders, digital cable and audience fragmentation are re-shaping the television business. Out-of-control production and marketing costs are deteriorating Hollywood bottom lines. The music industry has been decimated by online piracy. One of the most aggressive responses to these challenges has been for Hollywood and Madison Avenue to explore alliances that integrate content and commerce. This has already taken various forms, including: - Long-form ads intended as stand-alone entertainme
