TV III Branding
The management of television brands in the digital age




Will Prestes • tvbranding.blogspot.com • willpr...
What are brands?
‣ A consumer’s perception of a service or product. (Lee Hunt)
‣ The shortcuts for decision making.
‣ The ...
What is TV III?
       TV I                   TV II                       TV III

    1950-1975              1975-1995    ...
Why is branding key in TV III?
‣ There is more competition, more options. Brands are shortcuts for
 trusted sources of con...
What does build Brand Equity in TV?

                Placement


Aggregation                      Promotion
              ...
TV III Branding Schematics

“Thirteen
 attributes
 of the
 practical
 constituents
 for
 TV III
 Brands
 were
 identified.”...
Brand Equity and Aggregation
                       Lost: Rachel Blake and Hanso Foundation

Textually Extendable

Unbunda...
Brand Equity and Aggregation
                          BBC3’s The Wrong Door

Textually Extendable

Unbundable

Findable a...
Brand Equity and Aggregation
                          TiVo

Textually Extendable

Unbundable

Findable and Accessible

Br...
Brand Equity and Aggregation
                          Dexter Promo on Showtime

Textually Extendable

Unbundable

Findabl...
Brand Equity and Aggregation
                          Dexter Promo on CBS

Textually Extendable

Unbundable

Findable and...
Brand Equity and Placement
 The BBC iPlayer

                            Non-linear

                            Cross-Pla...
Brand Equity and Placement
Fox Mobisodes

                            Non-linear

                            Cross-Platfo...
Brand Equity and Placement
 The Dark Defender on Showtime

                                 Non-linear

                  ...
Brand Equity and Placement
 Disney Channel Website

                                Non-linear

                          ...
Brand Equity and Placement
 Channel 4 and Bebo

                               Non-linear

                               ...
Brand Equity and Promotion
                            NBC banner on TV Guide online

Cross-Platform

Bi-directional

Enga...
Brand Equity and Promotion
                              Community on ABC’s website

Cross-Platform

Bi-directional

Engag...
Brand Equity and Promotion
                                   Dexter Campaigns

Cross-Platform

Bi-directional

Engaging

...
Brand Equity and Promotion
                              Old Horror Flicks

Cross-Platform

Bi-directional

Engaging

Repa...
Brand Managers in TV III should…


Aggregation    Placement        Promotion

Textually      Non-linear       Cross-Platfo...
Thank you
Visit tvbranding.blogspot.com for more information




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

   Will Prestes • willprestes@gmail.com • [twitter] willprestes




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TV III Branding - Social Media Camp London 2008

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My presentation of TV III Branding in the Social Media Camp London 2008.

TV III Branding - Social Media Camp London 2008

  1. 1. TV III Branding The management of television brands in the digital age Will Prestes • tvbranding.blogspot.com • willprestes@gmail.com • [twitter] willprestes 1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. TV III Branding Schematics “Thirteen attributes of the practical constituents for TV III Brands were identified.” 6
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Thank you Visit tvbranding.blogspot.com for more information Will Prestes • willprestes@gmail.com • [twitter] willprestes 22
  23. 23. Visit tvbranding.blogspot.com for more information Will Prestes • willprestes@gmail.com • [twitter] willprestes 23

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