Television Brandcasting examines U. S. television's utility as a
medium for branded storytelling. It investigates the current and
historical role that television content, promotion, and hybrids of
the two have played in disseminating brand messaging and
influencing consumer decision-making. Juxtaposing the current
period of transition with that of the 1950s-1960s, Jennifer Gillan
outlines how in each era new technologies unsettled entrenched
business models, an emergent viewing platform threatened to
undermine an established one, and content providers worried over
the behavior of once-dependable audiences. The anxieties led to
storytelling, promotion, and advertising experiments, including the
Disneyland series, embedded rock music videos in Ozzie &
Harriet, credit sequence brand integration, Modern Family's parent
company promotion episodes, second screen initiatives, and social
TV experiments. Offering contemporary and classic examples from the
American Broadcasting Company, Disney Channel, ABC Family, and
Showtime, alongside series such as Bewitched, Leave it to Beaver,
Laverne & Shirley, and Pretty Little Liars, individual chapters
focus on brandcasting at the level of the television series,
network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional
short, the cause marketing campaign, and across social media. In
this follow-up to her successful previous book, Television and New
Media: Must-Click TV, Gillan provides vital insights into
television's role in the expansion of a brand-centric U.S. culture.
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