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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Tuesday, May 3 • 3:30pm - 3:50pm
Reconfiguring the “Hits”: The New Portrait of Television Program Success in the Social Media Era

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Changes in the ways that audiences use television and the ways that such use is measured, have led to a reconfiguration of the audience commodity in which multiple measures of the audience hold value. Such coexistence is representative of the uncertainty and flexibility surrounding the relationship between audience measurement and value. This paper explores the impact of evolving conceptions of the audience by analyzing television’s “hits” as portrayed by two market information regimes. Specifically, this work examines social media analytics as a big data approach to audience measurement and as compared to traditional television ratings. In doing so, this paper provides insight into the types of content that perform well under a social TV analytics regime based on audience engagement relative to those that succeed under the traditional ratings regime based on audience exposure. As such, this paper addresses the challenges fostered by changing media usage patterns and contributes both to the management scholarship on media economics and market information regimes, as well as to the audience behavior literature by expanding upon the relationship between television ratings, organizational processes, and the implications for cultural production.

Authors
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Allie Kosterich

Rutgers University
Allie Kosterich is a doctoral student in the School of Communication & Information at Rutgers University. Her research focuses on media industry transformation, particularly at the intersection of organizations, institutions, and digital technologies. These interests stem in part... Read More →

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avatar for John Fortunato

John Fortunato

Fordham Univeristy
John A. Fortunato, Ph. D., is a professor at Fordham University in the School of Business, and Chair of the Area of Communication and Media Management. He is the author of four books, including Commissioner:  The Legacy of Pete Rozelle, Making Media Content, and Sports Sponsorship... Read More →


Tuesday May 3, 2016 3:30pm - 3:50pm EDT
Room Bateman Law School
  Social Media
  • Manuscript # 1038
  • Session # A31