Help with Title Punctuation

OK. Strunk and White (I guess now there's a Strunk and White and Somebody Else, but I have an old copy) says:

Titles. For the titles of literary works, scholarly usage prefers italics with capitalized initials. The usage of editor and publishers varies, some using italics with capitalized initials, others using Roman with capitalized initials and with or without quotation marks. Use italics (indicated in manuscript by underscoring) except in writing for a periodical that follows a differeent practice. Omit initial A or The from titles when you place the possessive before them.

A Tale of Two Cities; Dicken's Tale of Two Cities.

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OK. It says use italics, but then says depending on the publisher, use quotes.

What is prefered in fiction? Italics or quotes?

And (and this is why I ask -- I moved and lost my AP Style guide) what about movies and television shows?

Is it Ghostbusters or "Ghostbusters"

Is it Gilligan's Island or "Gilligan's Island"

Is it Time Magazine or "Time" Magazine or even "Time Magazine"

And what if it's an episode of a TV show? What then?

He was watching the Have Gun, Will Travel "Three Bells to Perdido" episode.

I feel I should know this stuff, but for some reason, as I was typing "Ghostbusters" I realized I was unsure. *hides his shame*