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Asian Journal of Social Science 37 (2009) 163–180 www.brill.nl/ajss © Koninklijke Brill NV, Leiden, 2009 DOI: 10.1163/156853109X385439 Book Reviews Amos Owen Th omas (2006) Transnational Media And Contoured Markets: Redefi ning Asian Television and Advertising . New Delhi: Sage Publications. ISBN: 0-7619-3484-7. Th e book analyses the transformation undergone in the operation of transnational televi- sion channels in South, Southeast and Northeast Asia in the early 1990s to the early 2000s, in the larger context of transformation in the social, cultural, economic and political dynamics in the region. Th e early apprehension of cultural imperialism with the coming of CNN and Star TV soon died down with their adaptation of regional and local fl avours and with the rise of many local players putting strong competition to the global transna- tional players. Such competition in the Asian media market, according to Th omas, has also resulted in the blurring of the distinctions between the global, regional and domestic broadcasts, which has concomitantly resulted in the commercialisation of television medium and ‘the unimpeded dominance of international advertising agencies in many national markets worldwide.’ Th e book also investigates the processes of globalisation of the media and advertising in Asia
Asian Journal of Social Science – Brill
Published: Jan 1, 2009
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