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Convergence : integrating media, information communication

Convergence : integrating media, information communication

Material type
단행본
Personal Author
Baldwin, Thomas F. McVoy, D. Stevens. Steinfield, Charles William.
Title Statement
Convergence : integrating media, information communication / Thomas F. Baldwin, D. Stevens McVoy, Charles Steinfield.
Publication, Distribution, etc
Thousand Oaks, Calif. :   Sage Publications,   c1996.  
Physical Medium
xviii, 430 p. ; 24 cm.
ISBN
0803959044 (hard : acid-free paper) 0803959052 (pbk. : acid-free paper)
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Communication. Mass media.
000 00941camuu2200277 a 4500
001 000000638774
005 19990629142150
008 950731s1996 cau b 001 0 eng
010 ▼a 95037638 //r96
020 ▼a 0803959044 (hard : acid-free paper)
020 ▼a 0803959052 (pbk. : acid-free paper)
040 ▼a DLC ▼c DLC
049 ▼l 111129737
050 0 0 ▼a P90 ▼b .B263 1996
082 0 0 ▼a 302.2 ▼2 20
090 ▼a 302.2 ▼b B182c
100 1 ▼a Baldwin, Thomas F.
245 1 0 ▼a Convergence : ▼b integrating media, information communication / ▼c Thomas F. Baldwin, D. Stevens McVoy, Charles Steinfield.
260 ▼a Thousand Oaks, Calif. : ▼b Sage Publications, ▼c c1996.
300 ▼a xviii, 430 p. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Communication.
650 0 ▼a Mass media.
700 1 ▼a McVoy, D. Stevens.
700 1 ▼a Steinfield, Charles William.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 302.2 B182c Accession No. 111129737 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents


CONTENTS
Acknowledgments = xviii
  1. Introduction = 1
  2. Existing Telephone, Cable TV, and Wireless Technologies = 21
  3. Residential Telephone and Information Services = 46
  4. Entertainment and Information Television = 78
  5. Technological Convergence = 104
  6. Convergence of Voice/Video/Data Information = 127
  7. Management = 160
  8. The Market = 189
  9. Advertising and Shopping = 231
  10. Competition = 260
  11. Communication Policy = 301
  12. Multinational Full Service Networks / Joseph D. Straubhaar ; Joonho Do = 353
  13. Impacts of Integrated Broadband Networks = 379
Index = 409
About the Authors = 429
Acknowledgments = xviii
  1. Introduction = 1
    Essentials of an Integrated Broadband System = 2
      Convergence = 3
      Competition = 4
    The Paths to Convergence = 4
      Telephony as an Independent Service = 5
      Telephony and Broadcasting = 6
      Broadcasting and Cable = 7
      Cable and Telephony = 10
      Other Entries in Video, Telephone, and Information Services = 13
    Challenges to Integrated Broadband Systems : Book Organization = 14
      Technical Callenges = 14
      Services and programming = 15
      Operations, Cultures, and Capitalization = 15
      Marketing = 16
      Advertising and Shopping = 16
      Competition = 16
      Communication Policy = 17
      International Development = 17
      Impact = 17
      A Note About Abbreviations = 18
    Notes = 19
  2. Existing Telephone, Cable TV, and Wireless Technologies = 21
    Fundamentals = 21
      Frequency and Wavelength = 21
      Converting Sound and Pictures to Electrical Energy = 22
      Modulation = 22
      Sidebands = 23
    Digital Systems = 24
    Transmission Over Wires = 25 
      Fiber Optic Systems = 26
    Today's Telephone Networks = 26
      Switching = 27
      Transmission = 29
      Outside Distribution Plant = 30
      Remote Terminals = 30
      Subscriber Terminal Equipment = 30
      ISDN = 32
    Today's Cable Television Networks = 32
      The Television Picture = 32
      Cable System Architecture = 35
      Two-Way Systems = 38
      Automatic Number Identification = 39
      Fiber Optic Trunking and Backbone = 39
    Today's Wireless Technologies = 40
      The Electromagnetic Spectrum = 40
      Cellular Telephones and PCS = 42
      Over-the-Air Television Broadcasting = 43
      MMDS = 43
      Direct Broadcast Satellites = 44
  3. Residential Telephone and Information Services = 46
    Common Carrier Origins = 46
    From Common Carriage to Universal Service = 47
    The Components of Basic Telephone Service = 48
    The Structure of the Telephone Industry = 49
    The Evolution of Universal Service = 52
    New Types of Telephone Services = 52
    Movile Telephone Services = 55
    Basic Data Transmission Over Telephone Networks = 59
    Residential Applications of Data Communication = 59
      Public Packet Switched Networks = 60
        ISDN = 61
    U.S. Policy in Data and Information Services = 63
    Electronic Information Services = 63
    Types of Online Services = 64
    History of Videotex = 65
    Structure of the Online Industry = 67
    The Internet = 69
    Conclusion = 73
    Notes = 74
  4. Entertainment and Information Television = 78
    The Economics of Television Distribution = 78 
      Theories of Entertainment Programming in a M ultichannel Context = 78
      Broadcasting = 79 
    Cable : Broadcast Basic = 80
      Signal Carriage Rules = 81
      Local Origination(LO) = 82
      Public Access = 84
      Education Access = 85
      Government Access = 85
      Leased Access = 86
    Cable Programming Service : Expanded Basic = 86
      Basic Networks, Cable Programming Service = 87
      Proposed Basic Channels = 88
     ₩graveA la Carte and Pay Channels = 88
       ₩graveA la Carte = 88
      Pay Channels = 89
    Pay per View = 91
      Conventional Pay per View = 91
      Near Video on Demand = 92
    Programming Economics = 93
      Packaging = 93
      Windows = 94
      Changes in Distribution = 95
      Multichannel Television in the Syndication Market = 96
    Other Programming = 98
      Wireless = 98
      Text = 99
      Audio = 99
    Summary = 100
    Notes = 100
  5. Technological Convergence = 104
    Bandwidth Compression = 105
      Digitizing Analog Information = 105
      JPEG, MPEG-1, and MPEG-2 = 106
    The Hybrid Fiber Coaxial Network = 106
      Conventional Cable Television Services over IBNs = 107
      Video on Demand in the IBN = 108
      Digital Transmission on Broadband Networks = 109
      Bandwidth Allocation = 111
      Upstream Transmission over the IBN = 112
      Home Terminals = 112
    Interactive Services = 114
    Telephony and Broadband Networks = 115
      Telephony over the IBN = 115
      High-Speed Data/Computer Interconnection = 106
    Unresolved Issues and Alternative Architectures = 117
      ADSL = 118
      Intelligence at the Node = 119
      Security = 119
      Standards = 119
      Operating System Software = 121
    Regional Interconnection = 121
      Regional Servers = 122
    High-Definition Television = 124
      Compatibility = 125
      HDTV Display Technology = 125
    Wireless Technology in the IBN = 125
      Cellular Video = 126
  6. Convergence of Voice/Video/Data Information = 127
    Television = 128
      PPV, VOD = 128
      Events = 129
      Sports = 130
      Audio on Demand = 131
      Interactive Entertainment = 131
      Reading Television = 136
      News and Public Affairs = 136
    Price Discrimination Model of Television Distribution = 137
      Video on Demand = 138 
       ₩graveA la Carte = 141
      Basic Packages = 142
      Broadcast Tier = 143
      Broadcasting = 143
    Other Services of the Integrated Systems = 146
      Education = 146
      Home Shopping = 146
      Home Banking = 148
      Telecommunication-Based Work From Home = 148
      Information Retrieval = 150
      Communication = 151
      Navigating Through Integrated Broadband Service Offerings = 155
      Television Versus Computer = 156
    Notes = 157
  7. Management = 160
    Acquisition of Capital = 160
    Creating, Acquiring, and Organizing Services = 162
      Selecting Services = 162
      On-Demand Services = 162
       ₩graveA la Carte Channels = 164
      Television Channel Packages = 164
      FSN Relationship With Television Suppliers = 165
      On-Demand Programs = 166
      Retransmission Consent = 169
      Local Service = 169
    Distribution = 170
      The Special Problem of Advertising = 173
    Customer Service Functions = 174
      Current Customer Service Standards = 175
      Customer Service Standards for Full Service Networks = 175
    Collection and Payment Distribution = 176
      Bookkeeping/Accounting = 177
      Records for Internal Use = 178
      Records for External Use = 178
    Maintaining the Technical Infrastructure = 179
      Network Design = 180
      Construction = 180
      Maintenance = 181
      Expertise = 182
      System Security = 182
    Special Organizational Challenges = 183
      Clustering = 183
      Transfer = 184
      Centralization/Decentralization = 184
      Problems of Expanding Beyond the “Core”Business = 185
    Notes = 187
  8. The Market = 189
    The Television Market = 192
      Demographic Factors = 192
      Viewing = 192
      Guides = 194
      Styles of Viewing = 195
      Individualization = 197
      News Viewing on Cable = 198
      Children and Cable = 199
      Customer Satisfaction With Cable = 200
      Theories of Media consumption = 202
    The Market for Telephony = 203
      Telephone Services = 203
      Advanced Telephone Services = 205
      Wireless Communication = 208
    Home Video Rental Market = 209
    Video Games Market = 210
    Home Shopping Market = 211
    Online Services and Data Markets = 211
    Market Research = 213
      Other Projects = 220
      Analysis of Market Test Results = 220
    Marketing Administration of Full Service Networks = 221
      Organization = 221
      Marketing Tasks = 222
      Marketing Strategies = 223
      Regulation = 226
    Societal Participation = 227
    Notes = 227
  9. Advertising and Shopping = 231
    Advertising in the Multichannel Environment = 231
      Product Awareness = 231
      Information Offer = 232
      Direct Selling = 233
      Audiotex and Online Advertising = 233
      Targeting = 234
      Geodemographic Targeting = 235
      Improving on Targeting = 236
      Classifieds = 237
      Subsidizing Media = 238
      VOD Advertising = 239
       ₩graveA la Carte Channel Advertising = 239
    Advertising Administration = 240
      Network = 240
      National Spot = 241
      Local Advertising Sales = 242
      Traffic Management = 243
      Advertising Agencies = 244
    Evaluation = 245
      National Network Ratings = 245
      Local Ratings = 248
    Shopping = 249
      Entertainment-Shopping Hybrids = 249
      Intelligent Agents and Smart Services = 251
      Consumer Information = 252
      Credit = 253
      Fulfillment = 254
    Problems = 255
      Hypercommercial Television = 255
      Deception and Privacy = 255
    Opportunities = 256
    Notes = 257
  10. Competition = 260
    Video Business Basics and Competition = 260
      Cable Business = 261
      Competition in Video = 262
      Overbuilds = 263
      Direct Broadcast Stellites = 265
      MMDS = 269
      Cellular Television = 271
      SMATV = 272
      IVDS = 272
      Broadcasting = 272
      Other Industries = 274
      Competition in Telephony = 278
    Competition Policy = 281
      Competition Among Distribution Networks = 281
      Idealist Versus Strategic Model = 282
      One Wire, Two Wires = 284
      Open Access = 286
    The FSN Industry Structure = 289
      FSN Versus FSN = 289
      Condominium = 294
      FSN Versus CAble, FSN Versus Telephone = 295
      FSN Alone = 296
      Parallel Nonintegrated Broadband and Narrowband Systems = 297
      Marginal Increments in Capacity = 298
    The Consequences of Competition = 298
    Notes = 298
  11. Communication Policy = 301
      Policy Goals = 302
    Cross Ownership = 305
      Federal Courts and Cross Ownership = 307
      Video Dialtone = 308
      New Options for Telephone-Video Cross Ownership = 309
      Cross Ownership by Cable Operators = 311
      Buyouts = 311
      Cross Ownership by Long Distance Companies = 312
      Special Provisions for RBOCS = 312
      Consent Decrees and Court Orders = 313
      Public Utilities = 313
      Cross Ownership by Broadcasters = 313
      Cable-MMDS Cross Ownership = 314
    Regulating Competition = 314
      Competition Among Telecommunications Carriers = 316
      Telephone Rate Regulation = 316
      Cable Rate Regulation = 318
      Competition as a Means of Price Regulation = 319
      Cross Subsidy = 319
      Advanced Television = 320 
      Oligopoly/Duopoly = 320 
      Vertical Integration = 321
      Program Access = 322
      Horizontal Concentration = 323
      Wireless Competition = 324
      Leased Access = 324
      Regulatory Symmetry/Parity = 325
      Universal Service = 326
      On-Premises Equipment = 327
      Pole Attachment = 328
      Antitrust = 328
      Review and Forbearance = 330
    Other Public Policy Issues = 330
      Copyright = 330
      Signal Theft = 332
      First Amendment Speakers = 332
    “Taxation”and the First Amendment = 334
      Obscenity = 334 
      Indecency = 335
      Blocking = 335
      Limits on the Franchising Autority = 336
      First Amendment Issues in Data Services = 336
      Access to Government Information = 338
      Privacy = 338
    State and Local Regulation = 341
      Current Cable Regulation = 341
      Current Telephone Regulation = 342
    Jurisdictional Problems = 343
      Three-Tiered Regulation : Local, State, and Federal = 343
      Two-Tiered Regulation : State and Federal = 348
      Federal Preemption of Regulation = 349
    Notes = 349
  12. Multinational Full Service Networks / Joseph D. Straubhaar ; Joonho Do = 353
    Existing Conditions = 353 
      Telephone Systems = 355 
      Broadcast, Cable, and Satellite Television = 356
    Integrated Systems = 356
      Cross Ownership of Networks and Programming = 361
      Regulatory Framework in Building Full Service Networks = 362
      Interconnection and International Standards = 364
      Organization = 366
      Operation = 366
    Asymmetrical Flow of Media and Information = 368
      Global Markets = 371
      Regional Markets = 372
      National Markets = 374
      Barriers to Importation = 375
      World Leadership = 376
    Notes = 376
  13. Impacts of Integrated Broadband Networks = 379
    Individuals = 380
      Active Selection = 380
      Active Viewing = 382
      Overload = 384
      Advertising, Shopping, and Consumerism = 386
      Social Isolation = 387
      Restructuring of Time Usage = 388
      Privacy = 390
      Moral Questions in Cyberspace = 391
      Economic Implications = 391
    Society = 396 
      Community = 396
      Media/Journalism Tradition = 397
      Public, Education, Government Access = 398
      Ecology = 399
    Communication Industries = 399
      Structural = 400
      Aftermarkets = 402
      Operational = 402
      Culture = 403
    Business Structure = 403
    Notes = 406
Index = 409
About the Authors = 429

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