TV III Branding
The management of television brands in the digital age
Will Prestes • tvbranding.blogspot.com • willprestes@gmail.com • [twitter] willprestes
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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.”
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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”.
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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.”
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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.”
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TV III Branding Schematics
“Thirteen
attributes
of the
practical
constituents
for
TV III
Brands
were
identified.”
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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”
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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.”
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Brand Equity and Aggregation
TiVo
Textually Extendable
Unbundable
Findable and Accessible
Brand Compatible
“Content with proper metadata allows viewers
to find what they want.”
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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.”
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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.”
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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.”
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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.”
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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.”
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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.”
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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”.
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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.”
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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)
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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.”
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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.”
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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
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Thank you
Visit tvbranding.blogspot.com for more information
Will Prestes • willprestes@gmail.com • [twitter] willprestes
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Visit tvbranding.blogspot.com for more information
Will Prestes • willprestes@gmail.com • [twitter] willprestes
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