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Göteborgs universitets publikationer

New partnerships and problems when funding content in commercial broadcasting

Författare och institution:
Maria Edström (Institutionen för journalistik, medier och kommunikation (JMG))
Publicerad i:
Communicative democracy. Protecting, promoting and developing free speech in the digital era Conference 6-7 October 2015 School of Business, Economics and Law , University of Gothenburg.,
Konferensbidrag, övrigt
Sammanfattning (abstract):
IN 2010 the Audio Visual Media Directive was revised by EU and now includes new regulations concerning sponsoring and product placement. In sum, the broadcasters must inform the viewers about product placement if they have gained from it financially. However there are several ways to round these regulations by using production companies and media brokers/agencies. This paper explores some case studies of Swedish commercial broadcaster TV4 from the latest years where improperly promotion of commercial interests and product placement have been questioned. These market driven changes is contextualised in the perspective of the increasing advertising fatigue among the audience.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Medie- och kommunikationsvetenskap
Product placement, sponsring, television regulation, advertising
Postens nummer:
Posten skapad:
2016-02-04 12:41

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