Since first going on the air in 1972, HBO has continually attempted to redefine television as we know it. Today, pay television (and HBO in particular) is positioned as an alternative to network offerings, consistently regarded as the premier site for what has come to be called "quality television." This collection of new essays by an international group of media scholars argues that HBO, as part of the leading-edge of television, is at the center of television studies' interests in market positioning, style, content, technology, and political economy. The contributors focus on pioneering areas of analysis and new critical approaches in television studies today, highlighting unique aspects of the "HBO effect" to explore new perspectives on contemporary television from radical changes in technology to dramatic shifts in viewing habits."It's Not TV" provides fresh insights into the "post-television network" by examining HBO's phenomenally popular and pioneering shows, including "The Sopranos", "The Wire", "Six Feet Under", "Sex and the City" as well as its failed series, such as "K Street" and "The Comeback". The contributors also explore the production process itself and the creation of a brand commodity, along with HBO's place as a market leader and technological innovator. The contributors include: Kim Akass, Cara Louise Buckley, Rhiannon Bury, Joanna L. Di Mattia, Blake D. Ethridge, Tony Kelso, Marc Leverette, David Marc, Janet McCabe, Conor McGrath, Shawn McIntosh, Brian L. Ott, Avi Santo, and Lisa Williamson. The foreword is by Toby Miller Marc Leverette, who is Assistant Professor of Media Studies at Colorado State University. He is author of "Professional Wrestling, the Myth, the Mat, and American Popular Culture" and co-editor of "Zombie Culture: Autopsies of the Living Dead" and "Oh My God, They Deconstructed South Park! Those Bastards!" Brian L. Ott is Associate Professor of Media Studies at Colorado State University. He is author of "The Small Screen: How Television Equips Us to Live in the Information Age". Cara Louise Buckley is a lecturer at Emerson College.