FMS 302 U.S. Media Now - Kevin Sandler

This course provides an overview of the business of contemporary U. S. media practices including film, television, web-based media, music, video games, mobile phones, and other interactive media. It examines the changing economic structures of these media industries and their relationship to artistic vision and production. Lessons will explore the following topics essential to understanding the current business practices of Hollywood: the “big six” corporate media giants and the impact of consolidation in U. S. film and television; regulation and ratings in film and television; promotional and marketing strategies in Hollywood; the branding of broadcast and cable television networks; media convergence in an age of digital technology; media measurement of viewers watching television on TiVo and VOD (video on-demand); and product integration, sponsorship, and other “new” advertising strategies of films and television shows. We will be reading articles on contemporary media from scholars as well as executives, policymakers, filmmakers, marketers, and researchers to provide both a theoretical and practical understanding of “U. S. Media Now.”