All Welcome
Department of Culture, Film and Media
University of Nottingham
Research Lectures 2014/15
Dr Massimo Scaglioni (Università Cattolica del Sacro Cuore, Milan)
CONVERGENT TELEVISION: BROADCASTER STRATEGIES, TEXTUAL FEATURES, AND CONSUMER PRACTICES
5.00pm Wednesday 18 February 2015
University of Nottingham
University Park Campus
B40 Trent Building (for directions, see below)
In recent years, the emergence of different screens and the spread of transmedia narratives have challenged the television and media studies discipline, and the media industry itself, in several ways. On one hand, it becomes increasingly important to create, build and produce texts and narratives according to new transmedia criteria, while also taking into account new limits and constraints. On the other, television viewers are becoming increasingly familiar with the convergent media landscape and are engaging directly with many TV programmes (and their textual extensions, forms of access, and multi-layered brands) across a variety of genres.
In this paper, Massimo Scaglioni presents the final results of a qualitative study of Italian convergent television. The paper not only focuses on approaches to TV and media convergence, but also on broadcasters’ production strategies and viewers’ consumption habits for several products across different genres (Italian and European fiction, US TV series, reality and talent shows, talk shows, information, etc.). In dialogue with the literature on media cultural convergence, and with Henry Jenkins’s definitions of spreadability and drillability, Scaglioni presents an original ‘pyramid’ model of ‘weak’ and ‘strong’ engagement that seeks to represent the relationships between TV narratives and their audience. Taking a longitudinal perspective also demonstrates recent trends found in the industry and consumption of television in Italy and other territories: the transition from a ‘trial and error’ approach to media convergence, to a tailor-made focus on each operation; the polarization of different viewing time patterns; the current trend of social TV and implications of second screen use; and the double-edged role of TV promotion.
The lecture takes place in B40 at the Trent Building on the University Park campus. For directions, see www.nottingham.ac.uk/about/visitorinformation/mapsanddirections/universityparkcampus.aspx
The Trent Building is marked as 11 on the campus map at www.nottingham.ac.uk/sharedresources/documents/mapuniversitypark.pdf
Please address any enquiries to:
Prof. Paul McDonald
Professor of Cinema and Media Industries
University of Nottingham
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