Beyond the Screen: The Future of Television and Advertising Frank A. Aycock 9781041037873

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, set top boxes, ATSC 3.0, virtual reality, holographic television and artificial intelligence, as well as other cutting-edge technologies. Additionally, the text 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.

The Future of Television 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.

Frank A. Aycock, Ph.D., is in his 38th year as a professor of communication at Appalachian State University. He received his doctorate in broadcasting from the University of Tennessee-Knoxville in 1989. A former local television and radio broadcaster and a futurist, Dr. Aycock is keenly interested in the development of the television industries in light of the massive changes in technology and is a firm believer in the transformative power of the new television technologies. He is the author of three books, and has presented at numerous national and international conferences. Dr. Aycock is a presenter of a TED talk at the 2013 TEDx Conference in Nagoya, Japan, and has been an invited speaker at numerous conferences including NAB and CES conventions, and a keynote speaker at the 2013 Cloud Computing Conference - West as well as the 2014 International Conference on Broadcasting Media & Film Industry, and numerous academic conferences including BEA conventions for the last 35 years.