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Tables of Contents for Playing for Profit
Chapter/Section Title
Page #
Page Count
Preface
xi
PART 1: EVERYTHING'S UP FOR GRABS
1
62
What's Going On?
3
16
Why Everythings's Up for Grabs
5
3
California Dreaming
8
2
Adapting like Crazy
10
5
It's Hard to See What's Coming When You're Focused on the Past
15
4
The Wild, Wild West
19
16
Net Worth
23
3
The Sheriff Takes a Holiday
26
4
The Biggest Landgrab Ever
30
2
A Different Kind of Network, A Different Kind of Person
32
3
Let's Get Personal
35
16
Don't Look Now
37
1
It's All about Relationships
38
3
Would You Watch More TV If Someone Paid You to?
41
2
Such a Deal
43
3
Great Service Keeps Customers Coming Back
46
2
The Dark Side of the Force
48
3
It's a Small World after All
51
12
Baywatch Meets Niemann-Marcus
53
2
Local Will Now Mean Global, and Vice Versa
55
4
Act Globally, Think Locally
59
4
PART 2: NEW TRICKS FOR OLD PETS
63
110
Stop Making Waves
65
24
Just Imagine
65
6
Something's Coming, Something Big
71
5
It's Global---It's Everywhere---It Really Is a Small World, after All
76
3
An Unlimited Smorgasbord
79
1
Interactivity Gets Us What We Want
80
3
It's Amazing That It Flies at All
83
1
It's All for Real
84
1
Brave New World
85
4
It Ain't Groovy
89
30
Twenty Billion Records, Give or Take a Few
93
3
The Next Big Thing
96
1
A River Runs through It
96
2
A River Runs over It
98
1
Bit by Bit
99
3
``To Every Man Is Given the Key to the Gates of Heaven. The Same Key Opens the Gates of Hell.''
102
3
Old Friends, New Enemies?
105
5
Artists as Labels
110
1
Everybody's Doing It
111
1
It's Groovy That It Ain't Groovy
112
2
An Epic Story
114
1
Cents and Sensibility
115
4
Tube or Not Tube
119
26
And Something Completely Similar
122
1
You Ain't Seen Nuthin' Yet
123
3
It's Been a Long Time Coming
126
1
A Government Mandate
127
3
Godzilla Gently Places a Toe in the Ocean
130
1
Some More Quickly Than Others
130
4
A New Kind of Television
134
3
Our Programming Can Generate More Money Than Your Sludge Can
137
1
I Like Aggregators So Much, I Became One
138
5
Tube or Not Tube---That Is the Question
143
2
Computer Games for the Rest of Us
145
28
Avoiding the ``G'' Word
148
3
Choose Your Platform
151
4
Games for the Rest of Us
155
2
Breaking the Gender Barrier
157
4
Breaking the On-Line Barrier
161
4
Continued Questions about Revenue Opportunities
165
2
Breaking the Mold
167
6
PART 3: ADAPT OR DIE
173
90
Brought to You by...(Ads)
175
22
Let Me Tell You a Story
178
3
The Right Information, to the Right Person, at the Right Time
181
7
Getting More Respect
188
1
As Long As It Results in More Profits
189
1
Broad or Narrow
190
1
Stolen Streams
191
2
A Place for Everything, and Everything in Its Place
193
4
Brought to You by...(Networks)
197
16
Tell Me---Oh, What Can I Do?
200
1
Easy Enough for Even Dad to Use
201
1
Availability
202
3
Bandwidth
205
1
Reliability
205
1
Last, but Not Least, Price Matters
206
1
And the Winner Is...?
207
2
Open and Closed
209
4
Family Feud
213
16
Before and After
216
1
The Entrepreneur Formerly Known as Prince
216
3
We Want Our Rights. And We Don't Care How. We Want Our Revolution, Now!
219
3
So, What's the Story?
222
4
Limited Time, Limited Money, (Increasingly) Limited Consumer Attention Spans
226
3
So, What's the Story?
229
18
A Nation of Control Freaks
231
1
Six Degrees of Interaction
232
4
Build Your Own Movie
236
7
The Notion of Transmedia
243
1
Finding a Form That Suits Us
244
3
New Playrooms
247
16
Get Out of the House!
249
2
The Games People Play (Together)
251
5
Challenges Abound
256
2
Portents of the Future
258
5
Epilogue: Expect the Unexpected
263
8
Index
271
16
About the Authors
287