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21st Century Television: The Players, The Viewers, The Money is
about the future-the future of television. Written in an
easy-to-read style, the book first discusses the development of
both the Legacy Media and the New Media technologies. Second,
drawing on the research of the Deloitte Corporation, the book gives
the reader a detailed look at the changing television viewer, from
the Mature generation-those in their retirement years-to the TV
Next-Gen generation who are totally wired television viewers in
their teen years. Third, the book discusses the monetization of
21st Century Television, including ground-breaking ways of
advertising, search, and promotion designed to give the reader a
blueprint for surviving and even thriving in the 21st Century
Television universe. Finally, the book looks at three visions of
the future-Ray Bradbury's vision in Fahrenheit 451, Cisco
Corporation's vision, and the author's vision. 21st Century
Television: The Players, The Viewers, The Money is an indispensable
addition to the library of every television professional, academic,
and student who wants to know where television is heading and what
it will take to be successful.
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