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Cross-Media Promotion

Jonathan Hardy

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.


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ASA Advertising Standards Authority AVMSD Audiovisual Media Services Directive BBC British Broadcasting Corporation BSkyB British Sky Broadcasting CMO cross-media ownership CMP cross-media promotion CPBF Campaign for Press and Broadcasting Freedom CPE critical political economy CoE Council of Europe DCMS Department for Culture, Media and Sport DG Directorate Generale DGFT Director General of Fair Trading DNH Department for National Heritage DTI Department of Trade and Industry DTT digital terrestrial television DTV digital television EC European Community/ also European Commission EU European Union ECJ European Court of Justice ECHR European Convention on Human Rights EFJ European Federation of Journalists FCC Federal Communications Commission FTC Federal Trade Commission HFSS High in fat, sugar or salt (foods and drink) IBA Independent Broadcasting Authority IFJ International Federation of Journalists IPTV Internet protocol television ITA Independent Television Authority ITC Independent Television Commission ITV Independent Television MMC Monopolies and Mergers Commission NBC National Broadcasting Company CROSS-MEDIA PROMOTION viii NI News International NvoD near video-on-demand OFCOM Office of Communications OFT Office of Fair Trading PCC Press Complaints Commission PP Product placement PPV pay-per-view PSB public service broadcasting/broadcaster RCP Royal Commission on the Press TUC Trades Union Congress VOD video-on-demand

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