The TV brand builders : how to win audiences and influence viewers / Andy Bryant, Charlie Mawer.

Bryant, Andy [Browse]
  • London ; Philadelphia ; New Delhi : Kogan Page, 2016.
  • ©2016
xv, 328 pages : illustrations ; 24 cm


Summary note
  • "In an average month, over 360 billion hours of TV are watched globally and shows are reviewed in national media, dissected in blogs and tweets, and debated passionately by viewers and fans. But how do these TV shows find an audience, and how are the great TV brands built? With illustrations and examples drawn from major broadcasters such as Fox, AMC, and HBO, the marketing, advertising, and design techniques that work best in TV are brought to life in The TV Brand Builders, from launching blockbuster dramas to promoting major sporting events and from building online trailers to creating entirely new TV channels. The TV Brand Builders provides inspiration for all marketers to learn from the ways in which TV brands have harnessed the opportunities arising from the developments in online video, smart mobile devices, and social media. The book showcases popular shows including "American Horror Story," "Mad Men," and "Doctor Who," features interviews with leading practitioners, and is supported by a video-rich stream of online resources."-- Provided by publisher.
  • "The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities. Practical advice and strategic insight is blended with insightful stories from the ratings front line. 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+"-- Provided by publisher.
Bibliographic references
Includes bibliographical references and index.
Part One: The context -- Marketing in the world of television -- Part Two: Building TV channel brands -- What's the point of a TV channel brand? -- Relaunching a TV channel: waving a flag on the horizon -- The 800lb gorillas: building a big broadcast brand -- The risk takers: building a TV channel brand with attitude -- Idents: giving a channel a personality -- Part Three: Building and promoting TV programme brands -- Marketing drama: glimpsing the future, unravelling the helix and speed dating -- Timing and other secrets a guide to promoting TV comedy -- Selling the news -- Promoting entertainment shows scrubbing the shiny floors -- Documentaries and reality: stories and storytellers -- Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion -- Marketing to children: nailing jelly to a moving train -- Part Four: Building brands in the age of online TV -- Storyworlds: blurring the lines between content and marketing -- Social media: from viewers to fans to friends -- The future of TV marketing: seismic change, timeless principles.
  • 9780749476687 ((paperback))
  • 0749476680 ((paperback))
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