Introduction to Popular Culture Studies

Value of Media Engagement Part 2

Posted by jasendavis on February 27, 2017

The first portion of chapter 3 was essentially a recapitulation of the essays that were read last week, but the idea of consumer interaction shaping distribution of material remains interesting. I believe that many more stations will move from the appointment model to the engagement model of television. The best example of this model would be HBO GO. I use it to watch Game of Thrones, Ballers and Eastbound and Down. The university subsidizes what would be the normal cost of the service, but HBO is no worse for the wear. These are the reasons I believe more companies will move to this model:

1.      Consumers would prefer this model due to the flexibility of viewership that it provides

2.      It is much easier to track the number of visits on a website (and therefor value) than counting viewers of a television broadcast

3.      Due to the ease of tracking, producers will have the option to monetize their most popular shows through advertising

I know that I prefer the ability to watch television programs when my schedule dictates. For example, most Monday nights, I work until ten o’clock and miss Motor Mondays on Discovery Channel. I enjoy having the ability to watch on delay on their website later that night. Each tiem I watch the episodes on their website, Discovery Channel knows that I have. This opens the door for advertisers to place their ads on the videos or surrounding click-bait spots. A good example of advertisers taking advantage of the engagement model is MLB.com. The website posts virtually all programing from MLB network on the website the following day in fragmented clips. Each clip is tied to a video advertisement that cannot be skipped. The reason MLB does this is because MLB network is a premium channel that few people pay for. Placing the clips on their website gives a second medium through which they capitalize on the productions.


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