Tele-branding in TVIII: the network as brand and the programme as brand

Research output: Contribution to journalArticle

Abstract

In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through the use of logos, slogans and programmes. The role of programmes in the construction of brand identity is then complicated by examining the sale of programmes abroad, where programmes can be seen to contribute to the brand identity of more than one network. The paper then goes on to examine programme merchandising, an increasingly central strategy in TVIII. Through an analysis of different merchandising strategies the paper argues that programmes have come to act as brands in their own right, and demonstrates that the academic study of branding not only reveals the development of new industrial practices, but also offers a way of understanding the television programme and its consumption by viewers in a period when the texts of television are increasingly extended across a range of media platforms.
Original languageEnglish
Pages (from-to)5-24
Number of pages19
JournalNew Review of Film and Television Studies
Volume5
Issue number1
Early online date23 Mar 2007
DOIs
Publication statusPublished - 1 Apr 2007
Externally publishedYes

Fingerprint

Television
merchandising
Television networks
television program
Deregulation
television
Sales
studies (academic)
deregulation
sale
multimedia
Branding

Cite this

@article{a6381c94202f4379a030b0f455434ec9,
title = "Tele-branding in TVIII: the network as brand and the programme as brand",
abstract = "In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through the use of logos, slogans and programmes. The role of programmes in the construction of brand identity is then complicated by examining the sale of programmes abroad, where programmes can be seen to contribute to the brand identity of more than one network. The paper then goes on to examine programme merchandising, an increasingly central strategy in TVIII. Through an analysis of different merchandising strategies the paper argues that programmes have come to act as brands in their own right, and demonstrates that the academic study of branding not only reveals the development of new industrial practices, but also offers a way of understanding the television programme and its consumption by viewers in a period when the texts of television are increasingly extended across a range of media platforms.",
keywords = "Television branding, digital television, TVIII",
author = "Catherine Johnson",
year = "2007",
month = "4",
day = "1",
doi = "10.1080/17400300601140126",
language = "English",
volume = "5",
pages = "5--24",
journal = "New Review of Film and Television Studies",
issn = "1740-0309",
publisher = "Routledge",
number = "1",

}

Tele-branding in TVIII : the network as brand and the programme as brand. / Johnson, Catherine.

In: New Review of Film and Television Studies, Vol. 5, No. 1, 01.04.2007, p. 5-24.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Tele-branding in TVIII

T2 - the network as brand and the programme as brand

AU - Johnson, Catherine

PY - 2007/4/1

Y1 - 2007/4/1

N2 - In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through the use of logos, slogans and programmes. The role of programmes in the construction of brand identity is then complicated by examining the sale of programmes abroad, where programmes can be seen to contribute to the brand identity of more than one network. The paper then goes on to examine programme merchandising, an increasingly central strategy in TVIII. Through an analysis of different merchandising strategies the paper argues that programmes have come to act as brands in their own right, and demonstrates that the academic study of branding not only reveals the development of new industrial practices, but also offers a way of understanding the television programme and its consumption by viewers in a period when the texts of television are increasingly extended across a range of media platforms.

AB - In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through the use of logos, slogans and programmes. The role of programmes in the construction of brand identity is then complicated by examining the sale of programmes abroad, where programmes can be seen to contribute to the brand identity of more than one network. The paper then goes on to examine programme merchandising, an increasingly central strategy in TVIII. Through an analysis of different merchandising strategies the paper argues that programmes have come to act as brands in their own right, and demonstrates that the academic study of branding not only reveals the development of new industrial practices, but also offers a way of understanding the television programme and its consumption by viewers in a period when the texts of television are increasingly extended across a range of media platforms.

KW - Television branding

KW - digital television

KW - TVIII

U2 - 10.1080/17400300601140126

DO - 10.1080/17400300601140126

M3 - Article

VL - 5

SP - 5

EP - 24

JO - New Review of Film and Television Studies

JF - New Review of Film and Television Studies

SN - 1740-0309

IS - 1

ER -