Global Media for Local Use: The Development of Webcasting in Hong Kong

Alice Y.L. Lee; Clement Y.K. So

doi:10.1080/01296612.2005.11726800

Global Media for Local Use: The Development of Webcasting in Hong Kong

Alice Y.L. Lee, Clement Y.K. So

Department of Journalism

Research output: Contribution to journal › Journal article › peer-review

1 Citation (Scopus)

Abstract

The aim of this paper is to examine the development of Webcasting in Hong Kong. Through content analysis and in-depth interviews, the study investigates the business models of 10 leading Webcasters in Hong Kong. Although websites are generally defined as global media, they are actually local tools and are mainly used domestically. The Hong Kong Webcaster business model is based on the strategy of localization. The model is characterized by its use of branded content, ondemand streaming transmission mode and mixed revenue sourcing. Webcasting in Hong Kong plays the role of local support service and the Webcast content is best developed in the form of informational, educational and cultural materials. The main target of Webcasting is local young audiences.

Original language	English
Pages (from-to)	226-233
Number of pages	8
Journal	Media Asia
Volume	32
Issue number	4
DOIs	https://doi.org/10.1080/01296612.2005.11726800
Publication status	Published - Oct 2005

Scopus Subject Areas

Communication
Social Sciences (miscellaneous)
Linguistics and Language

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10.1080/01296612.2005.11726800

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title = "Global Media for Local Use: The Development of Webcasting in Hong Kong",

abstract = "The aim of this paper is to examine the development of Webcasting in Hong Kong. Through content analysis and in-depth interviews, the study investigates the business models of 10 leading Webcasters in Hong Kong. Although websites are generally defined as global media, they are actually local tools and are mainly used domestically. The Hong Kong Webcaster business model is based on the strategy of localization. The model is characterized by its use of branded content, ondemand streaming transmission mode and mixed revenue sourcing. Webcasting in Hong Kong plays the role of local support service and the Webcast content is best developed in the form of informational, educational and cultural materials. The main target of Webcasting is local young audiences.",

author = "Lee, {Alice Y.L.} and So, {Clement Y.K.}",

note = "The authors wish to gratefully acknowledge the support of the Competitive Earmarked Research Grant (CUHK4320/01H) from the Research Grants Council of Hong Kong. Publisher Copyright: {\textcopyright} Copyright 2005 Taylor and Francis Group LLC.",

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AU - So, Clement Y.K.

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N2 - The aim of this paper is to examine the development of Webcasting in Hong Kong. Through content analysis and in-depth interviews, the study investigates the business models of 10 leading Webcasters in Hong Kong. Although websites are generally defined as global media, they are actually local tools and are mainly used domestically. The Hong Kong Webcaster business model is based on the strategy of localization. The model is characterized by its use of branded content, ondemand streaming transmission mode and mixed revenue sourcing. Webcasting in Hong Kong plays the role of local support service and the Webcast content is best developed in the form of informational, educational and cultural materials. The main target of Webcasting is local young audiences.

AB - The aim of this paper is to examine the development of Webcasting in Hong Kong. Through content analysis and in-depth interviews, the study investigates the business models of 10 leading Webcasters in Hong Kong. Although websites are generally defined as global media, they are actually local tools and are mainly used domestically. The Hong Kong Webcaster business model is based on the strategy of localization. The model is characterized by its use of branded content, ondemand streaming transmission mode and mixed revenue sourcing. Webcasting in Hong Kong plays the role of local support service and the Webcast content is best developed in the form of informational, educational and cultural materials. The main target of Webcasting is local young audiences.

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Global Media for Local Use: The Development of Webcasting in Hong Kong

Abstract

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