传媒参考资料
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. 体育比赛电视转播权营销模式的研究
体育比赛电视转播权是体育组织和赛事主办者举办体育比赛和表演时，许\可电台、电视台等媒体进行现场直播、转播、录像等工作并从中获得利益的权利。高水平的赛事是营销转播权的物质基础。在社会主义市场经济基础的形势下，体育赛事转播权作为商品的价值逐渐被市场认同和挖掘。
中国广播电视学刊 2002年7月号
＊「传媒参考资料」专门介绍有关传媒的资料性文章和书籍，方便有兴趣的读者参考查阅\。任何查询，请联络传媒透视执行编辑张玲玲小姐。
（电话：2339-7670 传真：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. 体育比赛电视转播权营销模式的研究
体育比赛电视转播权是体育组织和赛事主办者举办体育比赛和表演时，许\可电台、电视台等媒体进行现场直播、转播、录像等工作并从中获得利益的权利。高水平的赛事是营销转播权的物质基础。在社会主义市场经济基础的形势下，体育赛事转播权作为商品的价值逐渐被市场认同和挖掘。
中国广播电视学刊 2002年7月号
＊「传媒参考资料」专门介绍有关传媒的资料性文章和书籍，方便有兴趣的读者参考查阅\。任何查询，请联络传媒透视执行编辑张玲玲小姐。
（电话：2339-7670 传真：2794-1137 E-mail：cheungll@rthk.org.hk ）
