The TV Brand Builders: How to Win Audiences and Influence Viewers

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Kogan Page Publishers, 3 avr. 2016 - 328 pages

The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities.

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+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.

 

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LibraryThing Review

Avis d'utilisateur  - petterw - LibraryThing

Andy Bryant and Charlie Mawer have written a book for a small, but extremely dedicated audience: publishers of visual content. I happen to be belong to the small group, and I love finally to have ... Consulter l'avis complet

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Table des matières

Part One THE CONTEXT
9
Part Two BUILDING TV CHANNEL BRANDS
27
Part Three BUILDING AND PROMOTING TV PROGRAMME BRANDS
119
Part Four BUILDING BRANDS IN THE AGE OF ONLINE TV
253
ABOUT THE AUTHORS
321
INDEX
323
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À propos de l'auteur (2016)

Andy Bryant is Managing Director of Red Bee, a London-based, internationally acclaimed creative agency. He is a recognised thought leader and frequent speaker at leading industry conferences globally on TV brand strategy, marketing and creativity. He is Honorary Professor in Film and Media at the University of Nottingham.

Charlie Mawer is Executive Creative Director of Red Bee, responsible for their global creative output. A BAFTA nominee and former Promax UK chairman, Charlie has lectured around the world including for a number of universities, TEDx, the BFI and D&AD.

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