Digitization and changing windowing strategies in the television industry: negotiating new windows on the world

Doyle, G. (2016) Digitization and changing windowing strategies in the television industry: negotiating new windows on the world. Television and New Media, 17(7), pp. 629-645. (doi:10.1177/1527476416641194)

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Abstract

Windowing – the process of managing the release sequence for content so as to maximise the returns from intellectual property rights (IPRs) - is changing because of transformations in the way that television is distributed and consumed. Drawing on original research into the experience of leading international television producers and distributors, this article breaks new ground by examining how rights owners are adjusting strategies for exploitation of the economic value in their content. Findings show how the rise of digital platforms and outlets whose footprints are diffuse and boundaries are porous is disrupting traditional windowing models. This has necessitated new thinking about how best to organize the sequential roll out of content so as to build audience demand, avoid overlaps and maximise returns. This article argues that changes in the dynamics of television distribution have altered not just processes for exploiting the value in IPRs but also content and content production, with implications for audiences as well as industry.

Item Type:Articles
Keywords:Windowing, television distribution, IPRs.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Doyle, Professor Gillian
Authors: Doyle, G.
College/School:College of Arts > School of Culture and Creative Arts > Theatre Film and TV Studies
Research Group:Centre for Cultural Policy Research
Journal Name:Television and New Media
Journal Abbr.:TVNM
Publisher:Sage Publications
ISSN:1527-4764
ISSN (Online):1552-8316
Published Online:04 April 2016
Copyright Holders:Copyright © 2016 The Author
First Published:First published in Television and New Media 17(7): 629-645
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
589481Centre for Creativity, Regulation, Enterprise & Technology (CREATe)Gillian DoyleArts and Humanities Research Council (AHRC)AH/K000179/1Law School and SCCA