Thesis
The role of a digital department at a major market broadcast television station: a case study
Master of Science (M.S.), Drexel University
Jan 2019
DOI:
https://doi.org/10.17918/6fqt-6683
Abstract
Due to both the speed at which societies communicate and consumers unwavering desire for content, technological advances continuously shape the ever-changing digital landscape. Social media has become a tool for broadcast station groups in an effort to keep up with consumer demands. Although consumer viewing habits have shifted from the more traditional way of consuming content, the change has not altered their desire to be entertained and/or enlightened. As technology continues to evolve, and smart devices enable viewers to consume content wherever and whenever they go, television stations have constructed digital departments in an effort to retain viewership while continuing to understand how to suit the viewer's insatiable appetite for content. Having recognized that the viewing tendencies of their younger target demographics have shifted to social media, station groups have utilized media outlets such as Facebook, Twitter, and YouTube as a means of appealing to the vast viewing audience to deliver interactive content, retain viewership from industry-wide competition, all while gaining new viewers. This case study is the preferred method by which the researcher will examine the topic, with in-depth interviews with key digital department executives accompanied by social media analysis. The case study reveals how a digital department has attempted to provide exclusive content for viewers, as well as their ability to retain viewership, all while being one step ahead of competing content creators.
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Details
- Title
- The role of a digital department at a major market broadcast television station
- Creators
- Keshroy J. Spencer - DU
- Contributors
- Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vi, 67 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 8277; 991014632842704721