傳媒參考資料
2002-08-151. MOBILISING TV\'s POTENTIAL
Television\'s relationship with telephony isn\'t a new one - TV producers introduced on-screen telephone numbers in the 1980s. But the arrival of the mobile phone as a mass-market phenomenon in the mid-to-late 1990s has signaled a sea change in broadcasters\' attitudes. Television now has potentially the most powerful, personal two-way relationship it has ever had with the viewers.
BROADCAST 31 May, 2002
2. FACING ADVERTISING REALITY
The cult of the celebrity is so deeply entrenched in Asia that famous faces are hired to advertise everything. Celebrity advertising is widespread as consumers tend to take notice of such ads, and product recall is likely to be higher. But there are pitfalls too.
MEDIA 26 July, 2002
3. TARGETING \'ROGUE\' BROADCASTERS
Satellite transmissions are a way of life for broadcasters, part of the daily routine. But when things go wrong, it can cause a big headache. One potential hazard is transmitting at the wrong time or in the wrong way. A broadcaster who does this risks damaging the signals of others.
ABU NEWS Third issue, 2002
4. THE GAMING CAPITAL OF THE WORLD
In Seoul, the Broadband Age is in full swing. Online games have become a national sport. Cyber-cafes are the new singles bars. And the numbers are impressive - South Korea has the highest per capita broadband penetration in the world. Slightly more than half of its households have high-bandwidth connections, compared to less than 10% in the US.
WIRED August, 2002
5. 體育比賽電視轉播權營銷模式的研究
體育比賽電視轉播權是體育組織和賽事主辦者舉辦體育比賽和表演時，許\可電台、電視台等媒體進行現場直播、轉播、錄像等工作並從中獲得利益的權利。高水平的賽事是營銷轉播權的物質基礎。在社會主義市場經濟基礎的形勢下，體育賽事轉播權作為商品的價值逐漸被市場認同和挖掘。
中國廣播電視學刊 2002年7月號
＊「傳媒參考資料」專門介紹有關傳媒的資料性文章和書籍，方便有興趣的讀者參考查閱\。任何查詢，請聯絡傳媒透視執行編輯張玲玲小姐。
（電話：2339-7670 傳真：2794-1137 E-mail：cheungll@rthk.org.hk ）
Television\'s relationship with telephony isn\'t a new one - TV producers introduced on-screen telephone numbers in the 1980s. But the arrival of the mobile phone as a mass-market phenomenon in the mid-to-late 1990s has signaled a sea change in broadcasters\' attitudes. Television now has potentially the most powerful, personal two-way relationship it has ever had with the viewers.
BROADCAST 31 May, 2002
2. FACING ADVERTISING REALITY
The cult of the celebrity is so deeply entrenched in Asia that famous faces are hired to advertise everything. Celebrity advertising is widespread as consumers tend to take notice of such ads, and product recall is likely to be higher. But there are pitfalls too.
MEDIA 26 July, 2002
3. TARGETING \'ROGUE\' BROADCASTERS
Satellite transmissions are a way of life for broadcasters, part of the daily routine. But when things go wrong, it can cause a big headache. One potential hazard is transmitting at the wrong time or in the wrong way. A broadcaster who does this risks damaging the signals of others.
ABU NEWS Third issue, 2002
4. THE GAMING CAPITAL OF THE WORLD
In Seoul, the Broadband Age is in full swing. Online games have become a national sport. Cyber-cafes are the new singles bars. And the numbers are impressive - South Korea has the highest per capita broadband penetration in the world. Slightly more than half of its households have high-bandwidth connections, compared to less than 10% in the US.
WIRED August, 2002
5. 體育比賽電視轉播權營銷模式的研究
體育比賽電視轉播權是體育組織和賽事主辦者舉辦體育比賽和表演時，許\可電台、電視台等媒體進行現場直播、轉播、錄像等工作並從中獲得利益的權利。高水平的賽事是營銷轉播權的物質基礎。在社會主義市場經濟基礎的形勢下，體育賽事轉播權作為商品的價值逐漸被市場認同和挖掘。
中國廣播電視學刊 2002年7月號
＊「傳媒參考資料」專門介紹有關傳媒的資料性文章和書籍，方便有興趣的讀者參考查閱\。任何查詢，請聯絡傳媒透視執行編輯張玲玲小姐。
（電話：2339-7670 傳真：2794-1137 E-mail：cheungll@rthk.org.hk ）
