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The TV Brand Builders

Book Description

The TV Brand Builders provides incisive yet practical guidance on the creation and maintenance of brands in television broadcasting, illustrating not only how to win audiences' attention, but how to keep it to create the iconic television show brands of the future.

Table of Contents

  1. Cover
  2. Praise for <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="normal">The TV Brand Builders</span>
  3. Title Page
  4. Contents
  5. Acknowledgements
  6. Dedication
  7. Introduction
  8. PART ONE: THE CONTEXT
    1. 1    Marketing in the world of television
      1. The invisible pyramid
      2. Marketers as content makers
      3. Keeping a distance
      4. Too many cooks?
      5. The Tao of TV marketing
      6. Three sides of a triangle
      7. When it all comes together
      8. Notes
  9. PART TWO: BUILDING TV CHANNEL BRANDS
    1. 2    What’s the point of a TV channel brand?
      1. Predictions of doom
      2. Going on safari
      3. Jam decisions
      4. Detectives, wrestlers and dogs
      5. What’s in a line?
      6. Blue skies and fruit bowls
      7. Ingredients of success
      8. Cloudier skies
      9. Notes
    2. 3    Relaunching a TV channel: waving a flag on the horizon
      1. Share wars
      2. Virgin Atlantic, Chicken McNuggets or Pampers?
      3. The invisible channel
      4. Flags, lighthouses and shipping lanes
      5. Two little questions
      6. A better version of Steve
      7. ‘Doing a Dave’
      8. Spreading the wit
      9. Law and order
      10. Pawnshops and tow trucks
      11. An oasis of fun
      12. X marks the spot
      13. Vorsprung Durch Characters
      14. Updating a classic
      15. Flag wavers
      16. Notes
    3. 4    The 800lb gorillas: building a big broadcast brand
      1. The big three
      2. In the frame
      3. Clocks and globes
      4. Circle time
      5. Shouting to the blue summer sky
      6. ‘You’re going to reap just what you sow’
      7. A brand in poor health
      8. A rallying cry
      9. Good enough is not enough
      10. The big brand builders
      11. Notes
    4. 5    The risk takers: building a TV channel brand with attitude
      1. A revolution
      2. A body with arms
      3. Dipping a toe
      4. Brain, heart and gut
      5. A fearless network
      6. The risk takers
      7. Notes
    5. 6    Idents: giving a channel a personality
      1. Puzzles and blocks
      2. Packaging with a purpose
      3. The 2s
      4. Killing ‘boring’
      5. Setting the blocks free
      6. The origin story
      7. An enduring role
      8. Notes
  10. PART THREE: BUILDING AND PROMOTING TV PROGRAMME BRANDS
    1. 7    Marketing drama: glimpsing the future, unravelling the helix and speed dating
      1. Why it matters so much
      2. Speed dating
      3. Emotional engagement
      4. Down the lens
      5. Universal themes
      6. Glimpsing the future
      7. The three-act structure
      8. Music and rhythm
      9. Finding a voice
      10. Divide and conquer
      11. Will it work on a pencil case?
      12. Returning in the fall
      13. Notes
    2. 8    Timing and other secrets: a guide to promoting TV comedy
      1. The hardest part
      2. Crimes against comedy
      3. This time next year we’ll be millionaires
      4. Deconstruct and reconstruct
      5. Officially very funny
      6. The secret…
      7. If you work in marketing, kill yourself
      8. Taking the marketing on the road
      9. Go out on a laugh
      10. Notes
    3. 9    Selling the news
      1. Editorial balance versus marketing reductiveness
      2. Choppers, dopplers and boots on the ground
      3. The fight to be first
      4. Moving a mountain
      5. Anchorman
      6. Closer to the people
      7. Making people care
      8. Re-creating the News
      9. The biggest stories sell themselves
      10. Future challenges
      11. Notes
    4. 10    Promoting entertainment shows: scrubbing the shiny floors
      1. Pressure in the spotlight
      2. Lasting brands
      3. The great survivor
      4. Creating an event
      5. The phone lines are open now
      6. Hosts or format? You decide
      7. Sociable. Shareable
      8. Taking the show on the road
      9. Putting on the party frock
      10. Notes
    5. 11    Documentaries and reality: stories and storytellers
      1. Why we watch what we watch
      2. Programmes visible from space
      3. Creating factual stars
      4. Child labour
      5. What type of storyteller are you?
      6. Seasons and stunts
      7. Shark Week
      8. Treat it like a thriller
      9. Scoring the thriller
      10. Future focus
      11. Notes
    6. 12    Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion
      1. More important than life and death
      2. Understanding a sports fan
      3. Knowing the tribes
      4. Seeing the funny side
      5. Not giving it 110 per cent
      6. In tune with the nation
      7. Animation to avoid elimination
      8. A successful campaign
      9. The big ones
      10. Shared memories
      11. Putting the talent upfront
      12. A P McCoy clings on
      13. Bumping and grinding
      14. ‘The Game Never Ends’
      15. Notes
    7. 13    Marketing to children: nailing jelly to a moving train
      1. Stories and characters
      2. Involve me and I’ll understand
      3. Kids on screen
      4. Playing along at home
      5. Tracking down kids away from TV
      6. The inventors of mash-up
      7. An ever-changing audience
      8. All the way through childhood
      9. Keeping the worlds apart
      10. Talking to the grown-ups
      11. Kids versus Parents
      12. Past and future generations
      13. Rebels with a cause
      14. Merchandise as marketing
      15. A trusted friend
      16. Showing character
      17. Rewarding the viewers
      18. Notes
  11. PART FOUR: BUILDING BRANDS IN THE AGE OF ONLINE TV
    1. 14    Storyworlds: blurring the lines between content and marketing
      1. A ‘fatal’ fall
      2. Oceanic 815, The Serial Huntress and Bicycle Girl
      3. Is it content or is it marketing?
      4. Building early: the launch of <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="italic">Defiance</span>
      5. Creating immersive experiences
      6. Developing characters: ‘Let’s Go To The Mall’
      7. Sending ‘love letters’ to the audience
      8. Keeping the storyworld alive
      9. Taking the story into the real world
      10. So where next?
      11. Notes
    2. 15    Social media: from viewers to fans to friends
      1. Two essential truths
      2. The water cooler on steroids
      3. Word of mouth amplified
      4. It’s all about the fans
      5. A gas in your system
      6. Before, during and after
      7. Between the tent poles
      8. Big data
      9. Launching with social
      10. Building a following
      11. Being the first
      12. Being responsive
      13. Forging new bonds
      14. Keep it in perspective
      15. Notes
    3. 16    The future of TV marketing: seismic change, timeless principles
      1. The enduring power of hits
      2. Long live TV channel brands
      3. The evolution of curatorial TV brands
      4. Assertive producer brands
      5. Fewer, bigger, better
      6. Building an on-demand brand
      7. The rise of usage-based promotion
      8. Getting personal
      9. A hybrid future
      10. Our manifesto redux…
      11. Notes
  12. About the authors
  13. Index
  14. Copyright