The Present and Future of Channel Branding

Today's TV viewer has much in common with today's hypermarket shopper faced with a bewildering choice of similar products. This compelling analogy has spawned a new terminology for television, borrowed from the world of consumer markets, that of “channel branding”. In such a market environment, the development of clear and understandable channel brands will be crucial to winning viewers and subscriptions and thereby maintaining revenue. TV companies which understand consumer brands and how they can be built and exploited will be the successful ones. Starting out by looking at the range of current master-control and “channel branding” products, aimed at providing broadcasters with a range of tools to provide distinctive and attractive “house styles”, the paper goes on to cover current and future developments in multi-channel, multi-stream, shared-operator and operator-less environments.

Published

2000-10

Content type

Original Research

DOI

10.5594/M00162

ISBN

978-1-61482-933-1