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.
Section - 01: The context; Chapter - 01: Marketing in the world of television; Section - 02: Building tv channel brands; Chapter - 02: What's the point of a tv channel brand?; Chapter - 03: Relaunching a tv channel: waving a flag on the horizon; Chapter - 04: The 800lb gorillas: building a big broadcast brand; Chapter - 05: The risk takers: building a TV channel brand with attitude; Chapter - 06: Idents: giving a channel a personality; Section - 03: Building and promoting tv programme brands; Chapter - 07: Marketing drama: glimpsing the future, unravelling the helix and speed dating; Chapter - 08: Timing and other secrets: a guide to promoting TV comedy; Chapter - 09: Selling the news; Chapter - 10: Promoting entertainment shows: scrubbing the shiny floors; Chapter - 11: Documentaries and reality: stories and storytellers; Chapter - 12: Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion; Chapter - 13: Marketing to children: nailing jelly to a moving train; Section - 04: Building brands in the age of online tv; Chapter - 14: Storyworlds: blurring the lines between content and marketing; Chapter - 15: Social media: from viewers to fans to friends; Chapter - 16: The future of tv marketing: seismic change, timeless principles Section - Additional online-only chapter: TV channel design in a multiscreen world (online-only chapter at www.koganpage.com/TheTVBrandBuilders - please scroll to bottom of page and complete form to access)
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