Introduction

Abstract

In seeking to understand the great changes that are happening to screen distribution as major new players enter the market, this book refrains from engaging in the predictable wild optimism or dour pessimism that usually accompanies such discussions. We outline a “middle range” theoretical framework and employ a “middle way” cultural politics that shows the reality is more complex and open to opportunity. We argue that only very recently are we beginning to see the new online distribution giants starting to operate as TV-like networks. By exploring this stage, we are able to analyse the rate at which change is occurring how this change impacts business models and organisational cultures, and what value can be placed on these changes.