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Johnson, Catherine.

Branding television / Catherine Johnson. - Abingdon, Oxon, England : Routledge, 2012. - xvii, 197 p.; 25 cm. - Comedia .

Includes bibliographical references and index.

Introduction: but television's not soap!: approaching television branding -- Branding and the US television industry. Deregulation, differentiation, and niche targeting: the emergence of branding in the cable/satellite era -- From channel brands to service brands?: US television enters the digital era -- Branding and the UK television industry. Competition, fragmentation and commodification: the emergence of branding in the UK television industry -- The end of public service broadcasting?: branding Channel 4 and the BBC -- The texts and intertexts of branding. Of idents and interstitials: channel branding -- Longevity, transferability and multiplicity: programme brands -- What's at stake in television branding?

ISBN: 9780415548434 (pbk. : alk. paper) 9780415548427 (alk. paper) 9780203597033 (ebk.)

Subjects--Topical Terms:
Television broadcasting--United States.
Television broadcasting--History.--Great Britain
Branding (Marketing)--United States.
Branding (Marketing)--Great Britain.

LC Class. No.: HE8700.8 / H569

Dewey Class. No.: 384.550688 / H569