Webcasting Worldwide tackles one of the most timely topics in mass communication today - the delivery of audio and video content via the Web, or webcasting - employing a global perspective to explore the subject. It is unique in providing a theoretical framework by which to analyze business models of emerging media, and it also examines the business practices of leading webcasters in the world's most developed broadband markets. With webcasting in its early development, the approaches discussed in this volume set the standards for the consumer industry. Representing the major broadband...

This book examines the underexplored business side of YouTube and YouTube audiences' responses to product review videos, sponsored videos, and online video advertising as well as the creators' role in the video content.