Branding TV

Principles and Practices

By: Walter McDowell, Alan Batten

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Hardcover | 30 March 2016 | Edition Number 2

At a Glance

Hardcover
172 Pages

Edition Type
New edition

Dimensions(cm)
22.86 x 15.24 x 1.12

Hardcover

RRP $326.00

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In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise.

Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.

Industry Reviews

"Branding TV, 2/e provides the television professionals with a succinct explanation of how the principles of brand management can be used to attract new viewers, promote audience loyalty and defend against competitive attacks." - Television Broadcast

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