Johnson, Catherine
Branding Television
- ISBN 13:
- 9780415548434
- author:
- Johnson, Catherine
- format:
- Paperback
- publisher:
- Taylor ; Francis
- language:
- English
- Publication Year:
- 2011
- Pages:
- 206
- Genre:
- Performing Arts, Film
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
Branding Television examines how the UK and US television industries have adopted branding as a strategy in response to changes in the media landscape. Since the 1980s, broadcasters have sought to manage viewer behaviour and values through branding, amidst increased choice and interactivity. This book offers a critical analysis of this cultural development, exploring the role of marketing, design, and programme branding across various television platforms. Case studies from commercial, public service, network, and cable/satellite channels provide insight into the successes and controversies surrounding branding in television. By examining both successful and problematic uses of branding, Branding Television extends our understanding of the changes to television over the past 30 years and its role in contemporary Western culture.
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