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

Format:

Book

Author/Creator:

Bryant, Andy, author.

Mawer, Charlie, author.

Language:

English

Subjects (All):

Television broadcasting--Marketing.

Television broadcasting.

Television programs--Marketing.

Television programs.

Branding (Marketing).

Physical Description:

1 online resource (344 p.)

Place of Publication:

London, England ; Philadelphia, Pennsylvania ; New Delhi, India : Kogan Page, 2016.

Language Note:

English

Summary:

The TV Brand Builders provides incisive yet practical guidance on the creation and maintenance of brands in television broadcasting, illustrating not only how to win audiences' attention, but how to keep it to create the iconic television show brands of the future.

Contents:

Contents; Acknowledgements; INTRODUCTION; Part One THE CONTEXT; Chapter One MARKETING IN THE WORLD OF TELEVISION; THE INVISIBLE PYRAMID; MARKETERS AS CONTENT MAKERS; KEEPING A DISTANCE; TOO MANY COOKS?; THE TAO OF TV MARKETING; THREE SIDES OF A TRIANGLE; WHEN IT ALL COMES TOGETHER; Notes; Part Two BUILDING TV CHANNEL BRANDS; Chapter Two WHAT'S THE POINT OF A TV CHANNEL BRAND?; PREDICTIONS OF DOOM; THE UNKNOWN PRINCE CHARLES; GOING ON SAFARI; JAM DECISIONS; DETECTIVES, WRESTLERS AND DOGS; WHAT'S IN A LINE?; BLUE SKIES AND FRUIT BOWLS; INGREDIENTS OF SUCCESS; CLOUDIER SKIES; Notes

Chapter Three RELAUNCHING A TV CHANNELSHARE WARS; VIRGIN ATLANTIC, CHICKEN McNUGGETS OR PAMPERS?; THE INVISIBLE CHANNEL; FLAGS, LIGHTHOUSES AND SHIPPING LANES; TWO LITTLE QUESTIONS; A BETTER VERSION OF STEVE; 'DOING A DAVE'; SPREADING THE WIT; LAW AND ORDER; PAWNSHOPS AND TOW TRUCKS; AN OASIS OF FUN; X MARKS THE SPOT; VORSPRUNG DURCH CHARACTERS; UPDATING A CLASSIC; FLAG WAVERS; Notes; Chapter Four THE 800lb GORILLAS; THE BIG THREE; IN THE FRAME; CLOCKS AND GLOBES; CIRCLE TIME; SHOUTING TO THE BLUE SUMMER SKY; 'YOU'RE GOING TO REAP JUST WHAT YOU SOW'; A BRAND IN POOR HEALTH; A RALLYING CRY

GOOD ENOUGH IS NOT ENOUGHTHE BIG BRAND BUILDERS; Notes; Chapter Five THE RISK TAKERS; A REVOLUTION; A BODY WITH ARMS; DIPPING A TOE; BRAIN, HEART AND GUT; A FEARLESS NETWORK; THE RISK TAKERS; Notes; Chapter Six IDENTS; PUZZLES AND BLOCKS; PACKAGING WITH A PURPOSE; THE 2s; KILLING 'BORING'; SETTING THE BLOCKS FREE; THE ORIGIN STORY; AN ENDURING ROLE; Notes; Part Three BUILDING AND PROMOTING TV PROGRAMME BRANDS; Chapter Seven MARKETING DRAMA; WHY IT MATTERS SO MUCH; SPEED DATING ; EMOTIONAL ENGAGEMENT ; DOWN THE LENS ; UNIVERSAL THEMES ; GLIMPSING THE FUTURE ; THE THREE-ACT STRUCTURE

MUSIC AND RHYTHM FINDING A VOICE ; DIVIDE AND CONQUER ; WILL IT WORK ON A PENCIL CASE? ; RETURNING IN THE FALL ; Notes; Chapter Eight TIMING AND OTHER SECRETS; THE HARDEST PART ; CRIMES AGAINST COMEDY ; THIS TIME NEXT YEAR WE'LL BE MILLIONAIRES ; DECONSTRUCT AND RECONSTRUCT ; OFFICIALLY VERY FUNNY ; THE SECRET... ; IF YOU WORK IN MARKETING, KILL YOURSELF ; TAKING THE MARKETING ON THE ROAD ; GO OUT ON A LAUGH ; Notes; Chapter Nine SELLING THE NEWS; EDITORIAL BALANCE VERSUS MARKETING REDUCTIVENESS ; CHOPPERS, DOPPLERS AND BOOTS ON THE GROUND ; THE FIGHT TO BE FIRST ; MOVING A MOUNTAIN

ANCHORMAN CLOSER TO THE PEOPLE ; MAKING PEOPLE CARE ; RE-CREATING THE NEWS ; THE BIGGEST STORIES SELL THEMSELVES ; FUTURE CHALLENGES ; Notes; Chapter Ten PROMOTING ENTERTAINMENT SHOWS; PRESSURE IN THE SPOTLIGHT ; LASTING BRANDS ; THE GREAT SURVIVOR ; CREATING AN EVENT ; THE PHONE LINES ARE OPEN NOW ; HOSTS OR FORMAT? YOU DECIDE ; SOCIABLE. SHAREABLE ; TAKING THE SHOW ON THE ROAD ; PUTTING ON THE PARTY FROCK ; Notes; Chapter Eleven DOCUMENTARIES AND REALITY; WHY WE WATCH WHAT WE WATCH; PROGRAMMES VISIBLE FROM SPACE; CREATING FACTUAL STARS ; CHILD LABOUR ; WHAT TYPE OF STORYTELLER ARE YOU?

SEASONS AND STUNTS

Notes:

Includes index.

Description based on print version record.

ISBN:

9780749476700

0749476702

OCLC:

939277930