Branding television
By: Catherine Johnson
Series: Comedia
Publisher: Routledge
Published: 2012
Place of publication: Abingdon, Oxon; New York
Language: eng
Number of pages: 197
ISBN-13: 9780415548427; 9780415548434; 9780203597033
Subjects: Television broadcasting; Branding (Marketing)
Description: "Branding Television examines why and how the UK and US television industries have turned towards branding as a strategy in response to the rise of satellite, cable and digital television, and new media, such as the internet and mobile phone. This is the first book to offer a sustained critical analysis of this new cultural development. Branding Television examines the industrial, regulatory and technological changes since the 1980s in the UK and the USA that have led to the adoption of branding as broadcasters have attempted to manage the behaviour of viewers and the values associated with their channels, services and programmes in a world of increased choice and interactivity. Wide-ranging case studies drawn from commercial, public service, network and cable/satellite television (from NBC and HBO to MTV, and from BBC and Channel 4 to UKTV and Sky) analyse the role of marketing and design in branding channels and corporations, and the development of programmes as brands. Exploring both successful and controversial uses of branding, this book asks what problems there are in creating television brands and whether branding supports or undermines commercial and public service broadcasting."--Publisher's website.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction: but television's not soap!: approaching television branding; title: Branding and the US television industry. Deregulation, differentiation, and niche targeting: the emergence of branding in the cable/satellite era; title: From channel brands to service brands?: US television enters the digital era; title: Branding and the UK television industry. Competition, fragmentation and commodification: the emergence of branding in the UK television industry; title: The end of public service broadcasting?: branding Channel 4 and the BBC; title: The texts and intertexts of branding. Of idents and interstitials: channel branding; title: Longevity, transferability and multiplicity: programme brands; title: What's at stake in television branding?