A features analysis of vertical integration on American television network websites

This article explores the level of vertical integration on official network television websites. A features analytic method is utilized to assess how the individual television program web pages on these network sites are designed and evaluates the extent to which they integrate various media forms. In this regard, a five item coding scheme is proposed, to draw comparisons across network sites. This inquiry also has value in finding out whether vertical integration among networks and studios plays a role in determining the use of media features on these sites.