Transnational satellite television and advertising in South East Asia

Author: Thomas A.O.

Source: Journal of Marketing Communications, Volume 4, Number 4, 1 December 1998 , pp. 221-236(16)

Publisher: Routledge, part of the Taylor & Francis Group

Buy & download fulltext article:

Price: $50.43 plus tax (Refund Policy)

Abstract:

New media technologies such as satellite television allow international marketers to bypass national broadcasters and regulatory structures and advertise their goods and services direct to consumers and businesses on a regional or a global basis. In Asia, claims by the pioneering broadcaster StarTV to deliver pan-Asian elite audiences were met by a range of regulations on access by government concerned about media imperialism. Contrary to expectations, the advent of transnational television in South East Asia in particular has met with minimal response from multinational marketers and their advertising agencies operating in the countries under the satellite broadcast footprints. Utilizing qualitative methods this exploratory research on the advertising and broadcasting industries of Indonesia suggests that the domestic media scene, import regulations on programming and commercials, local cultures, level of affluence, agency-client structures and product categories are among the multiple factors influencing the strategic choice between domestic versus global advertising. In the case of this developing country which adopts an 'open skies' policy towards transnational satellite television, the findings dissent from the simplistic 'globalization of markets' paradigm and calls for more considered analysis of the multiple factors which govern the utilization of the new medium by advertisers.

Keywords: ADVERTISING; TRANSNATIONAL; SATELLITE; TELEVISION; GLOBALIZATION; MEDIA; IMPERIALISM

Language: English

Document Type: Research article

Publication date: 1998-12-01

More about this publication?