Table of Contents

Introduction: Television Brandcasting 1. Broadcasting Series and Sponsors 2. Narrowcasting Schedules and Stars 3. Cable Brandcasting and Disney Channel’s Company Voice 4. Disney Studios’ Brand Management on TV and Blu-ray/DVD Epilogue: Twitter Multitasking, Mad-vertising, and Sustainable TV

About the Author

Jennifer Gillan is Professor of English and Media Studies at Bentley University. She is author of Television and New Media: Must-Click TV (Routledge 2010). Gillan’s articles have appeared in Cinema Journal, American Literature, Arizona Quarterly, Duke Journal of Gender Law & Policy, Columbia Journal of Gender & Law, African American Review, American Drama, and Mosaic. She has co-edited four award-winning literature anthologies—Unsettling America, Identity Lessons, and Growing Up Ethnic in America, all from Penguin Books, and Italian American Writers on New Jersey, from Rutgers University Press.

Reviews

"Moving deftly between mid-century and the new millennium, Television Brandcasting provides a wonderfully rich view of the creative promotional forms that have shaped, and continue to shape, the branded television landscape in the US. This is comparative analysis at its best." —Paul Grainge, author of Brand Hollywood: Selling Entertainment in a Global Media Age, University of Nottingham"Television Brandcasting makes a compelling case for why the subject must be reexamined in light of how social media and mobile devices have enable new forms of brandcasting. As television producers and networks continue to seek out new methods for translating 'social interactivity into economic value,' and consumers see our desires marketed and sold back to us in an endless circuit of content-promotion hybrids, Gillan's research will prove an even more valuable tool for navigating the contemporary media landscape." -Amanda Ann Klein in Cinema Journal Vol. 55, No. 3, Spring 2016

"Moving deftly between mid-century and the new millennium, Television Brandcasting provides a wonderfully rich view of the creative promotional forms that have shaped, and continue to shape, the branded television landscape in the US. This is comparative analysis at its best." —Paul Grainge, author of Brand Hollywood: Selling Entertainment in a Global Media Age, University of Nottingham"Also author of Television and New Media TV (2011) Gillan details the concept of television brandcasting... Including more than 50 illustrations and schedules with series examples from each decade of US television, this volume will appeal to those interested in television; advertising, marketing, and branding; and media studies.."—C.L. Clements, Richland College in CHOICE"Television Brandcasting makes a compelling case for why the subject must be reexamined in light of how social media and mobile devices have enable new forms of brandcasting. As television producers and networks continue to seek out new methods for translating 'social interactivity into economic value,' and consumers see our desires marketed and sold back to us in an endless circuit of content-promotion hybrids, Gillan's research will prove an even more valuable tool for navigating the contemporary media landscape." -Amanda Ann Klein in Cinema Journal Vol. 55, No. 3, Spring 2016