Transnational Media and Contoured Markets :

This book brings an interdisciplinary perspective to bear on an understanding of the transformation of the media and advertising industries in Asia since the early 1990s. Analyzing change in regional markets in South, South-East, and North-East Asia, and using case studies of television channels such as StarTV, the author argues that the globalization of the media and advertising industries in developing countries can only be understood within the larger context of economic, political, social, and cultural processes in regions, nation-states, and transborder ethnic communities.

Amos Owen Thomas is Associate Professor of International Business at the Maastricht School of Management, the Netherlands.

List of Tables	p. 7
List of Figures	p. 9
Preface	p. 10
Acknowledgements	p. 12
Emergence and Divergence	p. 15
Crowded Skies, Divided Pie	p. 15
Understanding Media Impact	p. 17
Synergy or Autonomy	p. 19
Public versus Private Domains	p. 21
Mediating Globalisation	p. 23
Media and Communications	p. 23
Marketing and Advertising	p. 31
Cloning StarTV	p. 44
Hybridising Channels	p. 44
Eyeballing Viewership	p. 57
Demarcating Nationality	p. 72
Indian Subcontinent	p. 72
Malay World	p. 82
Greater China	p. 91
Targeting Markets	p. 104
Persuading Marketers	p. 104
Managing Advertising	p. 110
Advertising Transposed	p. 122
Media Selection	p. 122
Creative Execution	p. 136
Relativity of Globality	p. 144
Expanding the Grid	p. 144
Analysis by Industry	p. 149
Explicating Interaction	p. 156
Strategy Paradoxes	p. 158
Globalisation/Localisation	p. 158
Competition/Collaboration	p. 164
Transnational/Multinational	p. 169
Cross-cultural/Inter-cultural	p. 174
Transcending the Boundaries	p. 182
Electronic Marketplaces	p. 182
Media Ethnoscapes	p. 186
Advertising Cultures	p. 191
Re-Visioning Globalisation	p. 196
Appendices
Industry Sources/Secondary Data	p. 199
Interview Sources/Primary Data	p. 204
Monitoring Newer Media	p. 209
Relevant Websites	p. 229
Glossary and Abbreviations	p. 233
Bibliography	p. 246
Index	p. 258
About the Author	p. 267
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Transnational Media and Contoured Markets : Redefining Asian Television and Advertising

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