This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Introduction to Television and Video adamant Final Exam Study Guide 2) What is the relationship between the branding of television networks, narrowcasting, and cable? In your answer incorporate a discussion and analysis of two cable networks and one broadcast network. Be specific with your use of examples. Using the Sandler essay and your notes form lecture and discussion, discuss the positive and negative effects of branding on television and popular culture. The relationship between the branding of television networks, narrowcasting, and cable:-The introduction of cable significantly increased the number of channels available on television. In order for networks to survive in this highly competitive industry, they oftentimes narrowcast by creating and promoting a specific brand identity for their network. Sandler: Animation has thrived and multiple not just in prime time but also in all day-parts on the cable networks. In particular, Nickelodeon, Comedy Central and Cartoon Network have successfully appropriated the form to help them survive in today’s highly competitive, multichannel cable environment. Animation has proven to be a valuable addition to, and an essential component of, their distinct network identities—their brand images. Branding, the business of imbuing a generic product with an idea, attitude, or value, has transformed cable networks into one of the most powerful commodities in today’s commercial marketplace. Solid brand identity is exchanged between networks, audiences, and advertisers: networks’ mandate to built and maintain a brand profile, the audiences’ thirst for programming tailored to their brand needs, and the advertisers’ desires to be affiliated with strong brands with large niche audiences. Major distinction between broadcast and cable network: -Broadcast networks do not have the same programming freedom as their cable brethren. -Broadcast networks must serve the public interest, follow FCC guidelines, and appease hundreds of local affiliates. -Cable networks measure success not only by ratings but also by the type of viewer watching their show. Since the FCC has no jurisdiction over the cable industry, cable networks have greater flexibility than broadcasters in shaping their content to fit the needs and desires of viewer and advertisers. Broadcast Network analysis: ABC (by Mara Einstein ) ABC has the most diverse programme line-up and the broadest demographics of any network at the time, but it lacked a coherent marketing identity. Because the cable universe featured over 50 channels in every home, ABC faced a...
View Full Document
- Fall '07
- Television network, Cable television, Satellite television, cable networks