The Branding of Television Networks: Lessons From Branding Strategies in the U.S. Market

Abstract

Managers of media companies, such as television networks, usually take it for granted that branding and having a strong brand in the minds of consumers is essential for profitability, growth, and long-term success. They share that outlook with most business people, marketers, and academics in the fields of management and branding: the identity of a product or company and the marketing of the brand's positive attributes are proven tools for a successful business strategy.

Notes

1. The article is by Peter Farquhar (1990).

2. See Carey and Elton (2010).

3. See Coffin (1955).

4. The DuPont network, without a radio heritage, was established in 1946, and it folded in 1955 (see Brooks & Marsh, 1995; Nielsen Media Research, 2000).

5. See Nielsen Media Research (2010).

6. See Coffin (1955).

7. See Stipp (2004).

8. See Nielsen Media Research (2000).

9. See Nielsen Media Research (1999).

10. From my collection of internal NBC memos.

11. This summary is based on unpublished reports by NBC, ABC, and CBS, as well as presentations at conferences.

12. During the 1950s, many viewers watched CBS and NBC, as ABC had not reached parity in distribution and program appeal (Nielsen Media Research, 2000).

13. The most famous is the “television is a vast wasteland” criticism by the Federal Communications Commission Chairman, Newton Minow (1961).

14. From an NBC memo, March 13, 1985 (unpublished data from my files).

15. From an NBC memo, March 18, 1985, and other unpublished data from my files.

16. See Brooks and Marsh (1995) and Gitlin (1985).

17. See Hilmes (2007).

18. There were additional, smaller broadcast networks, such as UPN (i.e., United Paramount Network) and WB (i.e., Warner Bros.; established in 1995), which are not discussed here.

19. See Brooks and Marsh (1995).

20. From an NBC memo, June 17, 1992 (unpublished data from my files).

21. The Fox Broadcasting Company's (FOX) image as “different” substantially weakened during the next decade, as their programming became more “mainstream”; and ABC and NBC, especially, tried to compete with FOX by also showing more “innovative” fare directed at the same audience FOX was pursuing. FOX achieved parity with the other networks on the strength of series like 24 and American Idol (the latter a British concept that found similar international success).

22. Source: National Cable & Telecommunications Association.

23. MTV was introduced with the branding slogan, “I Want My MTV,” in 1981.

24. There are, of course, some viewers who do feel very strongly about food and cooking, history, and science. Therefore, the Food Network, History, and Science channels, and some others, were able to create strong identities, but mostly among smaller viewer segments.

25. Still, on a number of dimensions, some cable networks have reached parity with the major braodcast networks (from an NBC report, March 10, 2006; unpublished data from my files).

26. See Nielsenwire (2010, June 15).