Branding Television

Research output: Book/ReportBook

58 Citations (Scopus)

Abstract

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 to MTV and HBO, 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.
Original languageEnglish
Place of PublicationAbingdon and New York
PublisherRoutledge
Number of pages206
Edition1
ISBN (Electronic)9781136618550
ISBN (Print)9780415548427, 9780415548434
DOIs
Publication statusPublished - 20 Oct 2011
Externally publishedYes

Publication series

NameComedia
PublisherRoutledge

Fingerprint

Branding
Public services
Cable
Cultural studies
Mobile phone
Interactivity
Regulatory change
Technological change
Creative industries
Broadcasting
World Wide Web
Industry
Marketing
New media

Cite this

Johnson, C. (2011). Branding Television. (1 ed.) (Comedia). Abingdon and New York: Routledge. https://doi.org/10.4324/9780203597033
Johnson, Catherine. / Branding Television. 1 ed. Abingdon and New York : Routledge, 2011. 206 p. (Comedia).
@book{aef8403352bb483091f88c361942b419,
title = "Branding Television",
abstract = "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 to MTV and HBO, 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.",
author = "Catherine Johnson",
year = "2011",
month = "10",
day = "20",
doi = "10.4324/9780203597033",
language = "English",
isbn = "9780415548427",
series = "Comedia",
publisher = "Routledge",
address = "United Kingdom",
edition = "1",

}

Johnson, C 2011, Branding Television. Comedia, 1 edn, Routledge, Abingdon and New York. https://doi.org/10.4324/9780203597033

Branding Television. / Johnson, Catherine.

1 ed. Abingdon and New York : Routledge, 2011. 206 p. (Comedia).

Research output: Book/ReportBook

TY - BOOK

T1 - Branding Television

AU - Johnson, Catherine

PY - 2011/10/20

Y1 - 2011/10/20

N2 - 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 to MTV and HBO, 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.

AB - 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 to MTV and HBO, 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.

UR - https://www.routledge.com/Branding-Television-1st-Edition/Johnson/p/book/9780415548427

U2 - 10.4324/9780203597033

DO - 10.4324/9780203597033

M3 - Book

SN - 9780415548427

SN - 9780415548434

T3 - Comedia

BT - Branding Television

PB - Routledge

CY - Abingdon and New York

ER -

Johnson C. Branding Television. 1 ed. Abingdon and New York: Routledge, 2011. 206 p. (Comedia). https://doi.org/10.4324/9780203597033