The Present and Future of Channel Branding

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Publisher: SMPTE — White Plains, NY
Doc Type: Conference Paper
Content Type: Original Research
Volume: 2000, No. 2, pp. 1–18
Abstract: Today's TV viewer has much in common with today's hypermarket shopper faced with a bewildering choice of similar products. This compelling analogy has spawned a new terminology for television, borrowed from the world of consumer markets, that of “channel branding”. In such a market environment, the development of clear and understandable channel brands will be crucial to winning viewers and subscriptions and thereby maintaining revenue. TV companies which understand consumer brands and how they can be built and exploited will be the successful ones. Starting out by looking at the range of current master-control and “channel branding” products, aimed at providing broadcasters with a range of tools to provide distinctive and attractive “house styles”, the paper goes on to cover current and future developments in multi-channel, multi-stream, shared-operator and operator-less environments.
Publication Date: 2000-10-01
DOI: 10.5594/M00162
Link: https://doi.org/10.5594/M00162
Author(s): Richard BriceOxtel, Inc., Morristown, NJ
Copyright: © 2000 Society of Motion Picture and Television Engineers, Inc.

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Richard Brice; The Present and Future of Channel Branding, SMPTE Meetings and Conferences ( October 2000); SMPTE, 2000. Available at https://doi.org/10.5594/M00162

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<span class="citation">Richard Brice; <cite>The Present and Future of Channel Branding</cite>, SMPTE Meetings and Conferences ( October 2000); SMPTE, 2000. Available at <a href="https://doi.org/10.5594/M00162" target="_blank" rel="noopener">https://doi.org/10.5594/M00162</a></span>

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Richard Brice; The Present and Future of Channel Branding, SMPTE Meetings and Conferences ( October 2000); SMPTE, 2000
doi: 10.5594/M00162
url: https://doi.org/10.5594/M00162

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Richard Brice; <cite id="bib-10-5594-m00162">The Present and Future of Channel Branding</cite>, SMPTE Meetings and Conferences ( October 2000); SMPTE, 2000
<span class="doi">10.5594/M00162</span>
</li>