Cross-media 2007~2008
This project investigates advertising and new consumers in the cross-media age though an ethnography involving both the production side and the audiences themselves.  Twenty-six key persons in major media institutions such as NHK, Nihon television, TBS, Fuji television, TV Asahi and Dentsu were interviewed for the future of media and its audiences.

☆Takahashi, T. (ed.) (2008) Advertisement and a new Perception of Consumers in the Cross-Media Age: the Possibilities of Mobile Phones. Yoshida Hideo Memorial Foundation. (in Japanese)