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.
Branding Television extends and complicates our understanding of
the changes to television over the past 30 years and of the role of
branding in contemporary Western culture. It will be of particular
interest to students and researchers in television studies, but
also in creative industries and media and cultural studies more
generally.
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