This book explores how infrastructures and strategies for distributing online television news are developed and maintained. Focusing on MSNBC, a hybrid company built to link television and the Internet, it challenges often-simplistic assumptions about how media is produced and considers the route that online news takes to reach consumers. It discusses the notion of “conversation economy,” articulated by John Battelle in his 2005 book The Search, and the tendency of online journalists to select story topics partially on the basis of whether an article is likely to generate page views through sharing and search. Part 1 of the book considers the path taken by MSNBC television programs as they made their way to online audiences; Part 2 examines MSNBC's online distribution platforms from the vantage points of different system builders within the larger organization; and Part 3 focuses on how MSNBC's distribution channels were built to serve a broad array of online audiences.
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