THE EVOLUTION OF TV MOVIE SERIES INDUSTRY AS PRODUCTION
Abstract
Product placement which has gradually increased in importance especially with globalization and competition, which has intensified in recent years, is a marketing communication activity which has started to be frequently employed in television serials, cinema industry, computer games and books. In this study, the general characteristics of product placement as a marketing communications practice shall be discussed and how such practice is employed in the most watched television serials shall be scrutinized through examples.
The primary concern of this research is to explore how creativity is managed in original television production, and to that end, it seeks to make an original contribution to both organisational creativity management and television production discourses.
The research offers an extensive literature review that connects cultural production, television production and creativity discourses. The research is consequently divided in two sections. In the first, it addresses the major theoretical frameworks of organizational creativity management and television production, and also includes a part on methodology. The second aims to explore TV creativity from three viewpoints. These are, from a historical perspective, from how the television is affected by external factors, and from how it attempts to manage creativity of original television production.
Findings suggest that despite the efficacy of numerous policies regarding how creativity is stimulated at the broadcaster, others are open to criticism. The research draws on a wide range of primary and secondary sources. It combines case study explanatory analysis with long-term evolution perspectives on organisational changes on the television.
