From hybrid TV towards transmedia: Recent marketing advances of the New Media developments
AbstractLarge broadcasters and independent media companies are already aware of the global developments in transmedia storytelling and understand that this is the trend (Gambarato, Renira R., 2012). In Taiwan, the HwaCom New Media project started with a government funded HbbTV development project, and then turned into a transmedia trial. The Fun Travel infrastructure has been built since June, 2013. The HwaCom Systems, Inc. establishes alliances to gain access to other firms' valuable resources. This study focuses on single case and tries to provide an exploration of how strategic alliances help the HwaCom New Media project achieve resource combinations through the resource-based theory of strategic alliances. To facilitate this study, direct observations and a focus group interview were conducted to explore some insights of this trial case... --
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Bibliographic InfoPaper provided by International Telecommunications Society (ITS) in its series 24th European Regional ITS Conference, Florence 2013 with number 88502.
Date of creation: 2013
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complementary resources; Hybrid Broadcast Broadband Television (HBBTV); resource-based theory of strategic alliances; The HwaCom Systems; Inc.; transmedia storytelling (TS);
This paper has been announced in the following NEP Reports:
- NEP-ALL-2014-01-10 (All new papers)
- NEP-CUL-2014-01-10 (Cultural Economics)
- NEP-MKT-2014-01-10 (Marketing)
- NEP-PPM-2014-01-10 (Project, Program & Portfolio Management)
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