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Branding Television

Author: Catherine Johnson

Publisher: Routledge

Published: 2012-03-12

Total Pages: 227

ISBN-13: 1136618546

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.

TV by Design

Author: Lynn Spigel

Publisher: University of Chicago Press

Published: 2008

Total Pages: 404

ISBN-13: 0226769682

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From the Publisher: While critics have long disparaged commercial television as a vast wasteland, TV has surprising links to the urbane world of modern art that stretch back to the 1950s and '60s during that era, the rapid rise of commercial television coincided with dynamic new movements in the visual arts-a potent combination that precipitated a major shift in the way Americans experienced the world visually. TV by Design uncovers this captivating story of how modernism and network television converged and intertwined in their mutual ascent during the decades of the cold war. Whereas most histories of television focus on the way older forms of entertainment were recycled for the new medium, Lynn Spigel shows how TV was instrumental in introducing the public to the latest trends in art and design. Abstract expressionism, pop art, art cinema, modern architecture, and cutting-edge graphic design were all mined for staging techniques, scenic designs, and an ever-growing number of commercials. As a result, TV helped fuel the public craze for trendy modern products, such as tailfin cars and boomerang coffee tables, that was vital to the burgeoning postwar economy. And along with influencing the look of television, many artists-including Eero Saarinen, Ben Shahn, Saul Bass, William Golden, and Richard Avedon-also participated in its creation as the networks put them to work designing everything from their corporate headquarters to their company cufflinks. Dizzy Gillespie, Ernie Kovacs, Duke Ellington, and Andy Warhol all stop by in this imaginative and winning account of the ways in which art, television, and commerce merged in the first decades of the TV age.

Television Brandcasting

Author: Jennifer Gillan

Publisher: Routledge

Published: 2014-11-20

Total Pages: 343

ISBN-13: 1135020612

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Television Brandcasting examines U. S. television’s utility as a medium for branded storytelling. It investigates the current and historical role that television content, promotion, and hybrids of the two have played in disseminating brand messaging and influencing consumer decision-making. Juxtaposing the current period of transition with that of the 1950s-1960s, Jennifer Gillan outlines how in each era new technologies unsettled entrenched business models, an emergent viewing platform threatened to undermine an established one, and content providers worried over the behavior of once-dependable audiences. The anxieties led to storytelling, promotion, and advertising experiments, including the Disneyland series, embedded rock music videos in Ozzie & Harriet, credit sequence brand integration, Modern Family’s parent company promotion episodes, second screen initiatives, and social TV experiments. Offering contemporary and classic examples from the American Broadcasting Company, Disney Channel, ABC Family, and Showtime, alongside series such as Bewitched, Leave it to Beaver, Laverne & Shirley, and Pretty Little Liars, individual chapters focus on brandcasting at the level of the television series, network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media. In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan provides vital insights into television’s role in the expansion of a brand-centric U.S. culture.

Branding TV

Author: Walter McDowell

Publisher: Taylor & Francis

Published: 2005

Total Pages: 171

ISBN-13: 0240807537

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Previous ed.: Washington, D.C.: National Association of Broadcasters. 1999

Television Brandcasting

Author: Jennifer Gillan

Publisher: Routledge

Published: 2014-11-20

Total Pages: 294

ISBN-13: 1135020620

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Television and British Cinema

Author: Hannah Andrews

Publisher: Springer

Published: 2014-05-07

Total Pages: 228

ISBN-13: 1137311177

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Undertaking a thorough and timely investigation of the relationship between television and cinema in Britain since 1990, Hannah Andrews explores the convergence between the two forms, at industrial, cultural and intermedial levels, and the ways in which the media have also been distinguished from one another through discourse and presentation.

The Business of Television

Author: Ken Basin

Publisher: Routledge

Published: 2018-07-11

Total Pages: 324

ISBN-13: 1351254162

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In this book, esteemed television executive and Harvard lecturer Ken Basin offers a comprehensive overview of the business, financial, and legal structure of the U.S. television industry, as well as its dealmaking norms. Written for working or aspiring creative professionals who want to better understand the entertainment industry — as well as for executives, agents, managers, and lawyers looking for a reference guide — The Business of Television presents a readable, in-depth introduction to rights and talent negotiations, intellectual property, backend deals, licensing, streaming platforms, international production, and much more. The book also includes breakdowns after each chapter summarizing deal points and points of negotiation, a glossary, a list of referenced cases, and a wealth of real-world examples to help readers put the material into context.

Value Creation and Branding in Television's Digital Age

Author: Timothy M. Todreas

Publisher: Praeger

Published: 1999-08-30

Total Pages: 236

ISBN-13: 9781567202724

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Until recently, profit in the television industry went to the owners of the conduit, the distributors of content. As the industry enters the digital age, the distribution bottleneck will disappear and be replaced by the content creators themselves. This book explains patterns of profitability from the golden age of television to the emerging digital age. Television today is not just 500 channels: it is countless millions of hours of programming stored on video servers around the world. For media companies wanting to create value in this new era, including the major networks, digital branding is key. Just as consumers manage to make their way in 30 seconds through a 100-foot aisle jammed with hundreds of boxes of cereal by reaching for a box of whatever name brand product they know and love, viewers will also navigate through the vast wasteland of content by returning to their favorite digital brand. This book provides detailed historical data, financial models, and informed discussion of profitability trends in the industry. It offers a framework for understanding and predicting profitability and describes the nature of branding as it applies to the television industry. It shows how a handful of dominant brands will emerge as sought-after organizers of content. Investors, industry consultants and executives, policy makers, students and academics will all find this book fascinating and informative.

The New Television Handbook

Author: Jonathan Bignell

Publisher: Routledge

Published: 2017-07-14

Total Pages: 389

ISBN-13: 1317532139

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The New Television Handbook provides an exploration of the theory and practice of television at a time when the medium is undergoing radical changes. The book looks at television from the perspective of someone new to the industry, and explores the place of the medium within a constantly changing digital landscape. This title discusses key skills involved in television production, including: producing, production management, directing, camera, sound, editing and visual effects. Each of these activities is placed within a wider context as it traces the production process from commissioning to post-production. The book outlines the broad political and economic context of the television industry. It gives an account of television genres, in particular narrative, factual programmes and news, and it considers the academic discipline of media studies and the ways in which theorists have analysed and tried to understand the medium. It points to the interplay of theory and practice as it draws on the history of the medium and observes the ways in which the past continues to influence and invigorate the present. The New Television Handbook includes: contributions from practitioners ranging from established producers to new entrants; a comprehensive list of key texts and television programmes; a revised glossary of specialist terms; a section on training and ways of getting into the industry. By combining theory, real-world advice and a detailed overview of the industry and its history, The New Television Handbook is an ideal guide for students of media and television studies and young professionals entering the television industry.