The TV brand builders : how to win audiences and influence viewers / Andy Bryant, Charlie Mawer.

Includes bibliographical references and index.

Machine generated contents note: Acknowledgements Introduction Part one The context 1 Marketing in the world of television -- The invisible pyramid -- Marketers as content makers -- Keeping a distance -- Too many cooks? -- The tao of tv marketing -- Three sides of a triangle -- When it all comes together -- NotesPart two Building tv channel brands2 What's the point of a tv channel brand? -- Predictions of doom -- The unknown prince charles -- Going on safari -- Jam decisions -- Detectives, wrestlers and dogs -- What's in a line? -- Blue skies and fruit bowls -- Ingredients of success -- Cloudier skies -- Notes3 Relaunching a tv channel: waving a flag on the horizon -- Share wars -- Virgin atlantic, chicken mcnuggets or pampers? -- The invisible channel -- Flags, lighthouses and shipping lanes -- Two little questions -- A better version of steve -- 'Doing a dave' -- Spreading the wit -- Law and order -- Pawnshops and tow trucks -- An oasis of fun -- X marks the spot -- Vorsprung durch characters -- Updating a classic -- Flag wavers -- Notes4 The 800lb gorillas: building a big broadcast brand -- The big three -- In the frame -- Clocks and globes -- Circle time -- Shouting to the blue summer sky -- 'You're going to reap just what you sow' -- A brand in poor health -- A rallying cry -- Good enough is not enough -- The big brand builders -- Notes5 The risk takers: building a TV channel brand with attitude -- A revolution -- A body with arms -- Dipping a toe -- Brain, heart and gut -- A fearless network -- The risk takers -- Notes6 Idents: giving a channel a personality -- Puzzles and blocks -- Packaging with a purpose -- The 2s -- Killing 'boring' -- Setting the blocks free -- The origin story -- An enduring role -- NotesPart three Building and promoting tv programme brands7 Marketing drama: glimpsing the future, unravelling the helix and speed dating -- Why it matters so much -- Speed dating -- Emotional engagement -- Down the lens -- Universal themes -- Glimpsing the future -- The three-act structure -- Music and rhythm -- Finding a voice -- Divide and conquer -- Will it work on a pencil case? -- Returning in the fall -- Notes8 Timing and other secrets a guide to promoting TV comedy -- The hardest part -- Crimes against comedy -- This time next year we'll be millionaires -- Deconstruct and reconstruct -- Officially very funny -- The secret... -- If you work in marketing, kill yourself -- Taking the marketing on the road -- Go out on a laugh -- Notes9 Selling the news -- Editorial balance versus marketing reductiveness -- Choppers, dopplers and boots on the ground -- The fight to be first -- Moving a mountain -- Anchorman -- Closer to the people -- Making people care -- Re-creating the news -- The biggest stories sell themselves -- Future challenges -- Notes10 Promoting entertainment shows scrubbing the shiny floors -- Pressure in the spotlight -- Lasting brands -- The great survivor -- Creating an event -- The phone lines are open now -- Hosts or format... You decide -- Sociable. Shareable -- Taking the show on the road -- Putting on the party frock11 Documentaries and reality: stories and storytellers -- Why we watch what we watch -- Programmes visible from space -- Creating factual stars -- Child labour -- What type of storyteller are you? -- Seasons and stunts -- Shark week -- Treat it like a thriller -- Scoring the thriller -- Future focus -- Notes12 Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion -- More important than life and death -- Understanding a sports fan -- Knowing the tribes -- Seeing the funny side -- Not giving it 110 per cent -- In tune with the nation -- Animation to avoid elimination -- A successful campaign -- The big ones -- Shared memories -- Putting the talent upfront -- A p mccoy clings on -- Bumping and grinding -- 'The game never ends' -- Notes13 Marketing to children: nailing jelly to a moving train -- Stories and characters -- Involve me and I'll understand -- Kids on screen -- Playing along at home -- Tracking down kids away from tv -- The inventors of mash-up -- An ever-changing audience -- All the way through childhood -- Keeping the worlds apart -- Talking to the grown-ups -- Kids versus parents -- Past and future generations -- Rebels with a cause -- Merchandise as marketing -- A trusted friend -- Showing character -- Rewarding the viewers -- NotesPart four Building brands in the age of online tv14 Storyworlds: blurring the lines between content and marketing -- A 'fatal' fall -- Oceanic 815, the serial huntress and bicycle girl -- Is it content or is it marketing? -- Building early: the launch of defiance -- Creating immersive experiences -- Developing characters: 'let's go to the mall' -- Sending 'love letters' to the audience -- Keeping the storyworld alive -- Taking the story into the real world -- So where next? -- Notes15 Social media: from viewers to fans to friends -- Two essential truths -- The water cooler on steroids -- Word of mouth amplified -- It's all about the fans -- A gas in your system -- Before, during and after -- Between the tent poles -- Big data -- Launching with social -- Building a following -- Being the first -- Being responsive -- Forging new bonds -- Keep it in perspective -- Notes16 The future of tv marketing: seismic change, timeless principles -- The enduring power of hits -- The concept of a channel brand will endure -- The nature of a curatorial tv brand will evolve -- Producer brands need to assert themselves -- The importance of tv masterbrands will grow -- On-demand brands need to increase consumer affinity -- Usage-based promotion will increase -- Personalization could transform relationships with viewers -- The future will be a hybrid one -- Our manifesto redux... -- NotesAbout the authors -- Index.

"In an average month, over 360 billion hours of TV are watched globally and shows are reviewed in national media, dissected in blogs and tweets, and debated passionately by viewers and fans. But how do these TV shows find an audience, and how are the great TV brands built? With illustrations and examples drawn from major broadcasters such as Fox, AMC, and HBO, the marketing, advertising, and design techniques that work best in TV are brought to life in The TV Brand Builders, from launching blockbuster dramas to promoting major sporting events and from building online trailers to creating entirely new TV channels.The TV Brand Builders provides inspiration for all marketers to learn from the ways in which TV brands have harnessed the opportunities arising from the developments in online video, smart mobile devices, and social media. The book showcases popular shows including "American Horror Story," "Mad Men," and "Doctor Who," features interviews with leading practitioners, and is supported by a video-rich stream of online resources. "-- Provided by publisher.

"The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities. Practical advice and strategic insight is blended with insightful stories from the ratings front line. Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+"-- Provided by publisher.