ABSTRACT
This chapter examines the ways in which promotional screen content produced by and for the television industry responds to and attempts to manage the uncertainty caused by digitalization. It argues that promotional screen intermediaries play an important role in navigating broadcasters through changes to television as a medium in the first decades of twenty-first century. The production of television's promotional screen content principally takes place in-house within the marketing departments of broadcasters, networks and studios. The production processes for television's promotional screen content are further complicated through the emergence of new forms of mediated interaction around television viewing. Television's promotional screen intermediaries actively work to educate their clients about the changes to the media landscape through forms of industrial self-theorizing that position themselves as thought leaders. The industrial battles involve a growing range of players, from large media conglomerates and established broadcasters, to new online providers such as Google, Apple and Netflix, to start-ups and digital entrepreneurs such as Zeebox.
