Abstract
[Autom. eng. transl.] Even if digital terrestrial television is a technological substitute for free and analogue television, it has contributed from its point of view to construct a well-defined imaginary in the initial phase of launching the platform: an elaboration and a system of meanings and necessary values to the development of this medium and to the construction of the cultural scenario for the uses that will be made of it. The essay offers the main results of a monitoring of communication strategies for the launch of the dtt implemented by the main Italian broadcasters in a period between January 2005 and December 2006.
| Translated title of the contribution | [Autom. eng. transl.] The Dtt on the screen |
|---|---|
| Original language | Italian |
| Title of host publication | Incipit digitale. L'avvio della televisione digitale terrestre in Italia tra discorsi, prodotti e consumi |
| Editors | Maria Grazia Fanchi, NICOLETTA VITTADINI |
| Pages | 42-53 |
| Number of pages | 12 |
| Publication status | Published - 2008 |
| Externally published | Yes |
Keywords
- dtt
- mediaset premium
- rai
- sky
- strategie di comunicazione
- televisione digitale terrestre
- testimonial