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Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

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Exploring the Digital Marketing and Distribution of Online Series

Description
Historically, television was based on forty years of hitting the “reset” button every week. While jokes can be episodic—such as your standard sitcom—an ongoing narrative must be serialized. Viewers unable to regularly tune-in week-by-week and those joining a serialized show late would often abandon the series, resulting in lowered ratings…

Historically, television was based on forty years of hitting the “reset” button every week. While jokes can be episodic—such as your standard sitcom—an ongoing narrative must be serialized. Viewers unable to regularly tune-in week-by-week and those joining a serialized show late would often abandon the series, resulting in lowered ratings and potential cancellation. With Netflix’s season-long release model (beginning in 2013 with their original, House of Cards) you can watch the entire season immediately, which challenges whether the customary marketing campaigns appropriately serviced finding new viewers, or if the efforts adversely resulted in lower ratings.
Through the internet, long-established customs in traditional distribution and marketing are quickly becoming obsolete as audience expectations of content delivery are shifting within the digital age. Online distribution and marketing have proven to be viable models for Hollywood and independent filmmakers alike in building, refining, developing and retaining audiences. This paper examines digital distribution platforms (from open-access to streaming), revenue models (VOD “Video-On-Demand), SVOD “Subscription VOD”, AVOD “Advertisement VOD” and TVOD “Transactional VOD”), the digital shift and future of consumption patterns (the rise of mobile viewing and streaming), release models (appointment viewing vs. season-releases), the transition from episodic to serialization, as well as various practices and advancements in digital marketing.
From this study, I detail a marketing and distribution plan for my own project, “Kiss, the Chef” an eight-episode online series. I present potential distribution platforms to host the content, optimal release models for my serialized narrative, phases of revenue models to maximize windows of monetization and methods of digital marketing utilizing interactivity and social media.
ContributorsGoldman, Robert Taylor (Author) / Scott, Jason (Thesis director) / Maday, Gregg (Committee member) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05