TV III Branding - Social Media Camp London 2008

TV III Branding The management of television brands in the digital age Will Prestes • tvbranding.blogspot.com • willprestes@gmail.com • [twitter] willprestes 1

What are brands? ‣ A consumer’s perception of a service or product. (Lee Hunt) ‣ The shortcuts for decision making. ‣ The interface for viewers to understand a TV channel as a trusted advisor for good programming. “Brands only exist in the consumer’s mind.” 2

What is TV III? TV I TV II TV III 1950-1975 1975-1995 1995 - Broadcast Era or Cable Era or Digital Era or Age of Scarcity Age of Availability Age of Plenty Broadcasters, Cable, Few Broadcasters Broadcasters and Cable/ Satellite, IPTV, Internet Satellite Networks TV… Conduit is King, but with Content is King Conduit is King (and perhaps Contact will be more competition King) “In TV III there is a great shift in the value chain from distribution to programming”. 3

Why is branding key in TV III? ‣ There is more competition, more options. Brands are shortcuts for trusted sources of content. ‣ Media consolidation allows conglomerates to explore content within a brand domain. ‣ The audience is changing. Viewers are less predictable, more active and need engagement. Brand communities are the arena where the dialogue takes place. “In TV III, trusted brands are the antidote for choice fatigue.” 4

What does build Brand Equity in TV? Placement Aggregation Promotion The 3 Practical Constituents of TV Brands “Brand Equity is, other things being equal, what determines the act of purchase.” 5

TV III Branding Schematics “Thirteen attributes of the practical constituents for TV III Brands were identiﬁed.” 6

Brand Equity and Aggregation Lost: Rachel Blake and Hanso Foundation Textually Extendable Unbundable Findable and Accessible Brand Compatible “The underpinning for new placement and promotional strategies in TV III” 7

Brand Equity and Aggregation BBC3’s The Wrong Door Textually Extendable Unbundable Findable and Accessible Brand Compatible “Unbundable content can serve as snacks, driving viewers to the full course dinner.” 8

Brand Equity and Aggregation TiVo Textually Extendable Unbundable Findable and Accessible Brand Compatible “Content with proper metadata allows viewers to ﬁnd what they want.” 9

Brand Equity and Aggregation Dexter Promo on Showtime Textually Extendable Unbundable Findable and Accessible Brand Compatible “TV Channels can better beneﬁt from shows that share similar brand values.” 10

Brand Equity and Aggregation Dexter Promo on CBS Textually Extendable Unbundable Findable and Accessible Brand Compatible “Content with proper metadata allows viewers to ﬁnd what they want.” 11

Brand Equity and Placement The BBC iPlayer Non-linear Cross-Platform Intra-textual Intra-brand Extra-brand “Non-linear placement enhances habit formation by giving viewers who missed the ﬁrst appointment a second chance.” 12

Brand Equity and Placement Fox Mobisodes Non-linear Cross-Platform Intra-textual Intra-brand Extra-brand “Cross-platform placement offers audiences new entry points to programming, as well as new contact points to the network’s brand.” 13

Brand Equity and Placement The Dark Defender on Showtime Non-linear Cross-Platform Intra-textual Intra-brand Extra-brand “Viewers are more likely to accept information about something they are already consuming, and intra-textual ﬂow strategies gives users exactly that: access to more.” 14

Brand Equity and Placement Disney Channel Website Non-linear Cross-Platform Intra-textual Intra-brand Extra-brand “TV networks must apply their efforts to construct ﬂow within the platforms owned by the media company, keeping audiences within the boundaries of the brand.” 15

Brand Equity and Placement Channel 4 and Bebo Non-linear Cross-Platform Intra-textual Intra-brand Extra-brand “More often than not, viewers escape the brand domain. However, audiences can be coaxed into remaining within the ﬂow even in an extra-brand environment”. 16

Brand Equity and Promotion NBC banner on TV Guide online Cross-Platform Bi-directional Engaging Repackability “Brand synergy resides in the combination of passive and interactive media, so consumers can be informed and get the chance to take an action.” 17

Brand Equity and Promotion Community on ABC’s website Cross-Platform Bi-directional Engaging Repackability “Marketing in an interactive world is a collaborative process with the marketer helping the consumer to buy and the consumer helping the marketer to sell.” (Jenkins, 2006) 18

Brand Equity and Promotion Dexter Campaigns Cross-Platform Bi-directional Engaging Repackability “Engaged audiences are more likely to build long-term relationship with the brand. They are more apt to watch shows faithfully, to pay attention to commercials and to buy products.” 19

Brand Equity and Promotion Old Horror Flicks Cross-Platform Bi-directional Engaging Repackability “Repackability in promotion is the ability of TV networks to promote archived content in new ways that are appealing to viewers.” 20

Brand Managers in TV III should… Aggregation Placement Promotion Textually Non-linear Cross-Platform Extendable Cross-Platform Bi-directional Unbundable Intra-textual Engaging Findable and Accessible Intra-brand Repackability Brand Compatible Extra-brand 21

Thank you Visit tvbranding.blogspot.com for more information Will Prestes • willprestes@gmail.com • [twitter] willprestes 22

Visit tvbranding.blogspot.com for more information Will Prestes • willprestes@gmail.com • [twitter] willprestes 23

TV III Branding - Social Media Camp London 2008

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TV III Branding - Social Media Camp London 2008 — Presentation Transcript

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