Table of Contents
摘要
Abstract
1.Introduction
2.The Italian television market
2.1.Evolution of Italian television
2.2.Television in Italy:diffusion,users,and advertising sales
2.3.Risks and opportunities of the Italian television sector
3.Web 2.0 and social networking
3.1.The revolutionary advent of Web 2.0
3.2.The phenomenon of social networks
3.3.Web 2.0 as a Dusiness and marketing opportunity:the market in numbers
4.From Web TV to Social TV
4.1.Introduction
4.2. How TV has changed in the era of the Internet and social networking
4.3.The phenomenon of Social TV:defining elements and state of the art
4.4.The thought of opinion leaders
5.LVHS:the starting point for Social TV
5.1.Diffusion of innovation:the importance of “innovators”
5.2.Introducing Light Viewers and Heavy Surfers
5.3.LVHS:codename for “innovators’’
6.Conclusions
Appendix
References
声明