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The TV Brand Builders: How to Win Audiences and Influence Viewers
The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities. Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.
- GenresBusiness
328 pages, Kindle Edition
Published April 3, 2016
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145 people want to read
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Displaying 1 of 1 review
April 30, 2016
For many, television is slowly dying, the average viewer is less engaged than before, no doubt confounded by choice and alternatives such as social media and online video all vie for their attention. Yet maybe it is just the medium that is changing and in an average month over 360 billion hours of television is watched around the world. Rather than diversifying away, the big media brands are tightening their control on this media segment as well as, where possible, trying to get a foothold into other media formats.
This book takes a look at how “big TV” brands have developed and are developing – because nothing is standing still. It provides for a fascinating read, whether you are a media insider or just a plain interested reader. The big branded TV channels are often operating internationally, backed by massive media corporations, and budgets can be far from parsimonious. The author gives real-world, current examples within this book, showing how the brands are developing programme segments, promoting programmes and even launching entire channels.
It certainly is a comprehensive read, yet written in a fairly easy-to-follow manner that does not require any industry-insider knowledge. It can be overwhelming, due to the breadth of information on offer, but it is not an impenetrable read. Invest the time to focus on the book and be prepared that it will provide dividends for you.
There has been a massive shift within the television industry in the past couple of decades and the change in pace shows no sign of slowing down. The changes affect not just the media company and the viewer, but also impact on those who supply programming, services and even those who seek to market through the channels. The channels themselves are also avid marketers of themselves and their products; fighting for viewer attention in an ever-crowded market. The days of a couple of television channels and a fixed, linear schedule are long gone.
Take a look at this book. You will surely enjoy it immensely. Just like a really great television programme, you will want to read it again, and possibly again and again…
This book takes a look at how “big TV” brands have developed and are developing – because nothing is standing still. It provides for a fascinating read, whether you are a media insider or just a plain interested reader. The big branded TV channels are often operating internationally, backed by massive media corporations, and budgets can be far from parsimonious. The author gives real-world, current examples within this book, showing how the brands are developing programme segments, promoting programmes and even launching entire channels.
It certainly is a comprehensive read, yet written in a fairly easy-to-follow manner that does not require any industry-insider knowledge. It can be overwhelming, due to the breadth of information on offer, but it is not an impenetrable read. Invest the time to focus on the book and be prepared that it will provide dividends for you.
There has been a massive shift within the television industry in the past couple of decades and the change in pace shows no sign of slowing down. The changes affect not just the media company and the viewer, but also impact on those who supply programming, services and even those who seek to market through the channels. The channels themselves are also avid marketers of themselves and their products; fighting for viewer attention in an ever-crowded market. The days of a couple of television channels and a fixed, linear schedule are long gone.
Take a look at this book. You will surely enjoy it immensely. Just like a really great television programme, you will want to read it again, and possibly again and again…
Displaying 1 of 1 review