Introduction

With the proliferation of tablets and smart phones, television is not required for “watching television” today. Yet, the economic model of most of U.S. television still depends on the ability of television channels, especially the broadcast networks, to promise audience attention to 30-second-spot advertisers. New modes of reception, distribution, and exhibition cause a great deal of anxiety for commercially supported television networks, although advertisers can be mollified by deals that expand messaging across platforms or customize it for new devices (like iPads). The dramatic changes have prompted a revival of 1950s-style branded entertainment in which sponsor messaging is integrated into off-TV interfaces or into specific content elements, segments, or special episodes.