Exploring the Lower Third: The Use, Innovations, and Future of Snipes in the U.S. Television Industry.

<p>Digital video recorders have given a growing number of viewers the ability to skip television commercials. In an effort to combat ad-skipping, television providers and advertisers are looking at ways to embed advertising into the video content; one way this can be accomplished is with graphic overlays known as snipes. Little is known about how content providers use snipes and what research they have conducted. This study is qualitative and uses long telephone interviews with 8 respondents from various cable television network and broadcast affiliate stations; examining the characteristics of innovation, as found in Rogers's (1995) diffussion of innovation theory. One discovery is that some cable networks are taking measures to ensure that snipes do not appear during emotional moments in the narrative. The study is the first piece of academic research dedicated to understanding how snipes are used and stands as a foundation for future research on the subject.</p>

Name thesis:degree_name

MA (Master of Arts)

Level thesis:degree_level

Thesis - unrestricted

Discipline thesis:degree_discipline

Communication, Professional

Year dc:date.issued

2010

Author dc:creator

• Sharp, Aaron M

• embedded advertising
• in-content messaging
• advertising
• television
• lower-thirds
• ad-bugs
• bugs
• snipes
• characteristics of innovation
• diffusion of innovation
• Communication
• Public Relations and Advertising
• Social and Behavioral Sciences

Statement dc:rights

• Copyright by the authors.

Repository record dc:identifier

https://dc.etsu.edu/etd/1700

OAI identifier oai:identifier

oai:dc.etsu.edu:etd-3055