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I think there’s some interesting stuff here, FP. As the market fragments and channels proliferate, as the audience becomes harder to reach, a whole new approach to branding is probably needed. Maybe it’s going to be all about niche brands and the long-tail.
I wonder, in fact, whether we’ll ultimately see a reverse in the dynamic – that as consumers, *we’ll* be the one’s promoting our own personal brands in a bid to attract the content we want. That might be another thread though.
This might be offtopic too, but since it’s come up, I’d be interesting to know how the major channels are perceived. What do the various brands mean right now? How do BBCs 1 – 4 compare to ITVs 1 – 4 and the C4, E4, More4, FilmFour family. Are they coherent brands (both the larger BBC, ITV, Channel 4 brands, and the sub-brands within those groups)? If you saw an ITV4 logo in the corner of your screen, would you have any particular expectation of what was going to come with it?
Personally, I often don’t know what channel I’m watching. I tend to navigate the EPG and look for programmes. But I know other people who feel strong channel loyalties (“I love E4”, “I never watch ITV”, etc). What about you?
(Sorry, Legba, would you prefer it if I spun this off into a separate thread? I’m not exactly sure what your intentions for this thread are – whether it’s just asking for people to recommend films they know or expect to be shown on FilmFour, or whether it can stretch to a discussion of broadcasters extending their brands on free-to-air digital platforms, as exemplified by the FilmFour move). |
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