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The Franchise EraManaging Media in the Digital Economy$
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James Fleury, Bryan Hikari Hartzheim, and Stephen Mamber

Print publication date: 2019

Print ISBN-13: 9781474419222

Published to Edinburgh Scholarship Online: January 2020

DOI: 10.3366/edinburgh/9781474419222.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 27 February 2021

TV Brand-Casting, Svod, and Ott at Comcast and Disney

TV Brand-Casting, Svod, and Ott at Comcast and Disney

(p.181) 9. TV Brand-Casting, Svod, and Ott at Comcast and Disney
The Franchise Era

Jennifer Gillan

Edinburgh University Press

Jennifer Gillan’s chapter looks at how television sitcoms have become another promotional arm by which parent companies prop up their franchises. She considers how sitcoms can play a part in what she calls ‘transmedia marketing circuits,’ looking specifically at the content-as-promotion strategies connected to Black-ish (ABC, 2014-Present) and Parks and Recreation (NBC, 2009-2015). The essay demonstrates that, with the rapid spread of subscription video on demand services that are either directly owned by or are supplied with content from the studios, television content is but one group of repurposable and reusable assets in massive, integrated platforms.

Keywords:   NBC, ABC, Streaming services, Black-ish, Parks and Recreation, Brand-casting, SVOD, Media franchise

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