ARCHIVE: The TV Room
Channel 4’s Right to Reply reports on how TV channels look to branding to help them stand out.
Video content
[00:00:00] PROGRAMME:
Roger Bolton: “Advertising is hard to escape nowadays. If it isn’t the commercials that pay for many of our programmes, it’s the adverts TV stations increasingly use to promote themselves.
“Branding your channel has become a broadcasting obsession. Both ITV and Channel 5 have recently changed their logos to sell a fresh image of themselves.
“And the BBC was this week voted British Brand of the Century.
“Regular Right to Reply viewer Andrew Wiseman reports on the rules of the TV branding game.”
With some households having a few hundred channels available to them, the way that TV channels identify and distinguish themselves from the competition has never been more important.
The Right to Reply report includes contributions from:
- Mark Earls, Planning Director, St Lukes Advertising Agency
- Brian Eley, Creative Director, Lambie-Nairn
- Jim Hytner, Marketing Director, Channel 5
RELATED ARTICLE: you can view the junction that preceded this programme here.
Acknowledgements
PICTURED: RTS Craft and Design Award - for Martin Lambie-Nairn. COPYRIGHT: Channel 4 Television Corporation.
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