TV IS DEAD?

PROGRAMME 1: STANDING OUT FROM THE CROWD

This programme looks at the changing world of the TV industry. It discusses the increasing importance a TV channel places on marketing and branding in its battle to attract and retain viewers and to carve out a unique identity.

PROGRAMME AIMS

This programme gives an overview of the marketing strategies used by broadcasters in their quest to attract and retain viewers in an increasingly competitive world. Students should understand:

• how technological changes have impacted on the industry
• the move from single channel to multi-channel
• the change in viewing habits
• how increased viewer choice leads to intense competition in the industry
• the importance of branding and marketing
• how idents work
• how trailers help to attract viewers
• the importance of content
• the competition for high-quality drama
• the use of 'talent'.