Branding TV, 2nd Edition

13CHAPTER

What to Brand: Setting Priorities

Brand managers live in a finite world of restricted budgets, limited manpower, and only 24 hours in a day. Although a typical television station will have a programming inventory of dozens of “brands,” the true profit-generating business of broadcasting occurs usually among only a handful of these programs. People, money, promos, advertising, and public relations resources must be allocated according to some overriding guidelines. Priorities need to be established so that the brand manager’s valuable resources are not squandered. Here is a series of recommendations for setting these priorities.

13.1          PROFIT POTENTIAL

Broadcasting is in the business of selling audiences to advertisers ...