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April 2012, Week 2


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"Roberts, Jennifer" <[log in to unmask]>
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Film and TV Studies Discussion List <[log in to unmask]>
Tue, 10 Apr 2012 15:53:39 +0100
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*Apologies for cross-posting*

Now Available in Paperback

Branding Television
By Catherine Johnson

Part of the Comedia <>

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.

It 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.

Find out more:


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