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The key to the future of communications is convergence, the coming together of broadcasting, cable and telecommunications services to form the new media world. The first comprehensive analysis of the conditions that have prompted a convergence of the media and communication industries is contained in this book. The authors also examine the remaining obstacles to convergence and assess the consequences of convergence for society, the individual and the businesses involved. Areas discussed include: the technology, the interactive information and entertainment services, the economics and public policies, management and marketing and the impact of convergence on our culture.

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CONTENTS
Acknowledgments = xviii
  1. Introduction = 1
  2. Existing Telephone, Cable TV, and Wireless Technologies = 21
  3. Residential Telephone and Information Services = 46
  4. Entertainment and Information Television = 78
  5. Technological Convergence = 104
  6. Convergence of Voice／Video／Data Information = 127
  7. Management = 160
  8. The Market = 189
  9. Advertising and Shopping = 231
  10. Competition = 260
  11. Communication Policy = 301
  12. Multinational Full Service Networks / Joseph D. Straubhaar ; Joonho Do = 353
  13. Impacts of Integrated Broadband Networks = 379
Index = 409
About the Authors = 429
Acknowledgments = xviii
  1. Introduction = 1
    Essentials of an Integrated Broadband System = 2
      Convergence = 3
      Competition = 4
    The Paths to Convergence = 4
      Telephony as an Independent Service = 5
      Telephony and Broadcasting = 6
      Broadcasting and Cable = 7
      Cable and Telephony = 10
      Other Entries in Video, Telephone, and Information Services = 13
    Challenges to Integrated Broadband Systems : Book Organization = 14
      Technical Callenges = 14
      Services and programming = 15
      Operations, Cultures, and Capitalization = 15
      Marketing = 16
      Advertising and Shopping = 16
      Competition = 16
      Communication Policy = 17
      International Development = 17
      Impact = 17
      A Note About Abbreviations = 18
    Notes = 19
  2. Existing Telephone, Cable TV, and Wireless Technologies = 21
    Fundamentals = 21
      Frequency and Wavelength = 21
      Converting Sound and Pictures to Electrical Energy = 22
      Modulation = 22
      Sidebands = 23
    Digital Systems = 24
    Transmission Over Wires = 25 
      Fiber Optic Systems = 26
    Today's Telephone Networks = 26
      Switching = 27
      Transmission = 29
      Outside Distribution Plant = 30
      Remote Terminals = 30
      Subscriber Terminal Equipment = 30
      ISDN = 32
    Today's Cable Television Networks = 32
      The Television Picture = 32
      Cable System Architecture = 35
      Two-Way Systems = 38
      Automatic Number Identification = 39
      Fiber Optic Trunking and Backbone = 39
    Today's Wireless Technologies = 40
      The Electromagnetic Spectrum = 40
      Cellular Telephones and PCS = 42
      Over-the-Air Television Broadcasting = 43
      MMDS = 43
      Direct Broadcast Satellites = 44
  3. Residential Telephone and Information Services = 46
    Common Carrier Origins = 46
    From Common Carriage to Universal Service = 47
    The Components of Basic Telephone Service = 48
    The Structure of the Telephone Industry = 49
    The Evolution of Universal Service = 52
    New Types of Telephone Services = 52
    Movile Telephone Services = 55
    Basic Data Transmission Over Telephone Networks = 59
    Residential Applications of Data Communication = 59
      Public Packet Switched Networks = 60
        ISDN = 61
    U.S. Policy in Data and Information Services = 63
    Electronic Information Services = 63
    Types of Online Services = 64
    History of Videotex = 65
    Structure of the Online Industry = 67
    The Internet = 69
    Conclusion = 73
    Notes = 74
  4. Entertainment and Information Television = 78
    The Economics of Television Distribution = 78 
      Theories of Entertainment Programming in a M ultichannel Context = 78
      Broadcasting = 79 
    Cable : Broadcast Basic = 80
      Signal Carriage Rules = 81
      Local Origination(LO) = 82
      Public Access = 84
      Education Access = 85
      Government Access = 85
      Leased Access = 86
    Cable Programming Service : Expanded Basic = 86
      Basic Networks, Cable Programming Service = 87
      Proposed Basic Channels = 88
     ￦graveA la Carte and Pay Channels = 88
       ￦graveA la Carte = 88
      Pay Channels = 89
    Pay per View = 91
      Conventional Pay per View = 91
      Near Video on Demand = 92
    Programming Economics = 93
      Packaging = 93
      Windows = 94
      Changes in Distribution = 95
      Multichannel Television in the Syndication Market = 96
    Other Programming = 98
      Wireless = 98
      Text = 99
      Audio = 99
    Summary = 100
    Notes = 100
  5. Technological Convergence = 104
    Bandwidth Compression = 105
      Digitizing Analog Information = 105
      JPEG, MPEG-1, and MPEG-2 = 106
    The Hybrid Fiber Coaxial Network = 106
      Conventional Cable Television Services over IBNs = 107
      Video on Demand in the IBN = 108
      Digital Transmission on Broadband Networks = 109
      Bandwidth Allocation = 111
      Upstream Transmission over the IBN = 112
      Home Terminals = 112
    Interactive Services = 114
    Telephony and Broadband Networks = 115
      Telephony over the IBN = 115
      High-Speed Data／Computer Interconnection = 106
    Unresolved Issues and Alternative Architectures = 117
      ADSL = 118
      Intelligence at the Node = 119
      Security = 119
      Standards = 119
      Operating System Software = 121
    Regional Interconnection = 121
      Regional Servers = 122
    High-Definition Television = 124
      Compatibility = 125
      HDTV Display Technology = 125
    Wireless Technology in the IBN = 125
      Cellular Video = 126
  6. Convergence of Voice／Video／Data Information = 127
    Television = 128
      PPV, VOD = 128
      Events = 129
      Sports = 130
      Audio on Demand = 131
      Interactive Entertainment = 131
      Reading Television = 136
      News and Public Affairs = 136
    Price Discrimination Model of Television Distribution = 137
      Video on Demand = 138 
       ￦graveA la Carte = 141
      Basic Packages = 142
      Broadcast Tier = 143
      Broadcasting = 143
    Other Services of the Integrated Systems = 146
      Education = 146
      Home Shopping = 146
      Home Banking = 148
      Telecommunication-Based Work From Home = 148
      Information Retrieval = 150
      Communication = 151
      Navigating Through Integrated Broadband Service Offerings = 155
      Television Versus Computer = 156
    Notes = 157
  7. Management = 160
    Acquisition of Capital = 160
    Creating, Acquiring, and Organizing Services = 162
      Selecting Services = 162
      On-Demand Services = 162
       ￦graveA la Carte Channels = 164
      Television Channel Packages = 164
      FSN Relationship With Television Suppliers = 165
      On-Demand Programs = 166
      Retransmission Consent = 169
      Local Service = 169
    Distribution = 170
      The Special Problem of Advertising = 173
    Customer Service Functions = 174
      Current Customer Service Standards = 175
      Customer Service Standards for Full Service Networks = 175
    Collection and Payment Distribution = 176
      Bookkeeping／Accounting = 177
      Records for Internal Use = 178
      Records for External Use = 178
    Maintaining the Technical Infrastructure = 179
      Network Design = 180
      Construction = 180
      Maintenance = 181
      Expertise = 182
      System Security = 182
    Special Organizational Challenges = 183
      Clustering = 183
      Transfer = 184
      Centralization／Decentralization = 184
      Problems of Expanding Beyond the “Core”Business = 185
    Notes = 187
  8. The Market = 189
    The Television Market = 192
      Demographic Factors = 192
      Viewing = 192
      Guides = 194
      Styles of Viewing = 195
      Individualization = 197
      News Viewing on Cable = 198
      Children and Cable = 199
      Customer Satisfaction With Cable = 200
      Theories of Media consumption = 202
    The Market for Telephony = 203
      Telephone Services = 203
      Advanced Telephone Services = 205
      Wireless Communication = 208
    Home Video Rental Market = 209
    Video Games Market = 210
    Home Shopping Market = 211
    Online Services and Data Markets = 211
    Market Research = 213
      Other Projects = 220
      Analysis of Market Test Results = 220
    Marketing Administration of Full Service Networks = 221
      Organization = 221
      Marketing Tasks = 222
      Marketing Strategies = 223
      Regulation = 226
    Societal Participation = 227
    Notes = 227
  9. Advertising and Shopping = 231
    Advertising in the Multichannel Environment = 231
      Product Awareness = 231
      Information Offer = 232
      Direct Selling = 233
      Audiotex and Online Advertising = 233
      Targeting = 234
      Geodemographic Targeting = 235
      Improving on Targeting = 236
      Classifieds = 237
      Subsidizing Media = 238
      VOD Advertising = 239
       ￦graveA la Carte Channel Advertising = 239
    Advertising Administration = 240
      Network = 240
      National Spot = 241
      Local Advertising Sales = 242
      Traffic Management = 243
      Advertising Agencies = 244
    Evaluation = 245
      National Network Ratings = 245
      Local Ratings = 248
    Shopping = 249
      Entertainment-Shopping Hybrids = 249
      Intelligent Agents and Smart Services = 251
      Consumer Information = 252
      Credit = 253
      Fulfillment = 254
    Problems = 255
      Hypercommercial Television = 255
      Deception and Privacy = 255
    Opportunities = 256
    Notes = 257
  10. Competition = 260
    Video Business Basics and Competition = 260
      Cable Business = 261
      Competition in Video = 262
      Overbuilds = 263
      Direct Broadcast Stellites = 265
      MMDS = 269
      Cellular Television = 271
      SMATV = 272
      IVDS = 272
      Broadcasting = 272
      Other Industries = 274
      Competition in Telephony = 278
    Competition Policy = 281
      Competition Among Distribution Networks = 281
      Idealist Versus Strategic Model = 282
      One Wire, Two Wires = 284
      Open Access = 286
    The FSN Industry Structure = 289
      FSN Versus FSN = 289
      Condominium = 294
      FSN Versus CAble, FSN Versus Telephone = 295
      FSN Alone = 296
      Parallel Nonintegrated Broadband and Narrowband Systems = 297
      Marginal Increments in Capacity = 298
    The Consequences of Competition = 298
    Notes = 298
  11. Communication Policy = 301
      Policy Goals = 302
    Cross Ownership = 305
      Federal Courts and Cross Ownership = 307
      Video Dialtone = 308
      New Options for Telephone-Video Cross Ownership = 309
      Cross Ownership by Cable Operators = 311
      Buyouts = 311
      Cross Ownership by Long Distance Companies = 312
      Special Provisions for RBOCS = 312
      Consent Decrees and Court Orders = 313
      Public Utilities = 313
      Cross Ownership by Broadcasters = 313
      Cable-MMDS Cross Ownership = 314
    Regulating Competition = 314
      Competition Among Telecommunications Carriers = 316
      Telephone Rate Regulation = 316
      Cable Rate Regulation = 318
      Competition as a Means of Price Regulation = 319
      Cross Subsidy = 319
      Advanced Television = 320 
      Oligopoly／Duopoly = 320 
      Vertical Integration = 321
      Program Access = 322
      Horizontal Concentration = 323
      Wireless Competition = 324
      Leased Access = 324
      Regulatory Symmetry／Parity = 325
      Universal Service = 326
      On-Premises Equipment = 327
      Pole Attachment = 328
      Antitrust = 328
      Review and Forbearance = 330
    Other Public Policy Issues = 330
      Copyright = 330
      Signal Theft = 332
      First Amendment Speakers = 332
    “Taxation”and the First Amendment = 334
      Obscenity = 334 
      Indecency = 335
      Blocking = 335
      Limits on the Franchising Autority = 336
      First Amendment Issues in Data Services = 336
      Access to Government Information = 338
      Privacy = 338
    State and Local Regulation = 341
      Current Cable Regulation = 341
      Current Telephone Regulation = 342
    Jurisdictional Problems = 343
      Three-Tiered Regulation : Local, State, and Federal = 343
      Two-Tiered Regulation : State and Federal = 348
      Federal Preemption of Regulation = 349
    Notes = 349
  12. Multinational Full Service Networks / Joseph D. Straubhaar ; Joonho Do = 353
    Existing Conditions = 353 
      Telephone Systems = 355 
      Broadcast, Cable, and Satellite Television = 356
    Integrated Systems = 356
      Cross Ownership of Networks and Programming = 361
      Regulatory Framework in Building Full Service Networks = 362
      Interconnection and International Standards = 364
      Organization = 366
      Operation = 366
    Asymmetrical Flow of Media and Information = 368
      Global Markets = 371
      Regional Markets = 372
      National Markets = 374
      Barriers to Importation = 375
      World Leadership = 376
    Notes = 376
  13. Impacts of Integrated Broadband Networks = 379
    Individuals = 380
      Active Selection = 380
      Active Viewing = 382
      Overload = 384
      Advertising, Shopping, and Consumerism = 386
      Social Isolation = 387
      Restructuring of Time Usage = 388
      Privacy = 390
      Moral Questions in Cyberspace = 391
      Economic Implications = 391
    Society = 396 
      Community = 396
      Media／Journalism Tradition = 397
      Public, Education, Government Access = 398
      Ecology = 399
    Communication Industries = 399
      Structural = 400
      Aftermarkets = 402
      Operational = 402
      Culture = 403
    Business Structure = 403
    Notes = 406
Index = 409
About the Authors = 429