Beyond the Screen: The Future of Television and Advertising

Written in an accessible style, this book explores the complex future of television, across its different industries, providing professional producers with key insights and pathways to adapt and prepare. By exploring traditional media industries, and how they have come to make up today’s streaming and broadcasting media world, the text provides a detailed discussion of the future of systems programming and television viewing. This includes a wide range of topics such as internet protocol television (IPTV), set-top boxes (STBs), ATSC 3.0, virtual reality (VR), holographic television and artificial intelligence (A.I.), as well as other cutting-edge technologies. Additionally, this book examines the future of content monetization by exploring the new and sometime controversial ways of advertising, product placement and search and promotion that will be required to be financially successful in this future television environment. Beyond the Screen is an indispensable addition to the library of every television professional, academic, student, and television viewer who wants to know where this fascinating world of television is heading and what it will take to be successful within it.