How much has digital broadcasting, online services and social media changed traditional television branding?

Oladejo, Mirjam (2016) How much has digital broadcasting, online services and social media changed traditional television branding? BSc dissertation, University of Portsmouth.

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    Abstract

    Television has gone through a rapid transformation in the past decades. Online services, on demand and social networking largely affect audience behaviour.
    The purpose of this study is to explore how broadcasters adopt their branding strategies in the new competitive environment. In the survey conducted as primary research participants were asked to list the first three associations they have with some of the main British broadcasters. In the recorded interview a Channel 4 producer talks about his experiences on how target audiences may affect commissioners’ decisions.
    The results show that most successful modern branding strategies build on strong and credible representations. Overall, the platforms may change and formats need adjusting, but what attracts viewers to broadcasting is values audiences can relate to.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Creative Technologies
    Depositing User: Beth Atkins
    Date Deposited: 05 Aug 2016 15:03
    Last Modified: 05 Aug 2016 15:03
    URI: http://eprints.port.ac.uk/id/eprint/21413

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