The TV brand builders: how to win audiences and influence viewers

Machine generated contents note: AcknowledgementsIntroduction Part one The context 1 Marketing in the world of television

The invisible pyramid

Marketers as content makers

Keeping a distance

Too many cooks?

The tao of tv marketing

Three sides of a triangle

When it all comes together

NotesPart two Building tv channel brands2 What's the point of a tv channel brand?

Predictions of doom

The unknown prince charles

Going on safari

Jam decisions

Detectives, wrestlers and dogs

What's in a line?

Blue skies and fruit bowls

Ingredients of success

Cloudier skies

Notes3 Relaunching a tv channel: waving a flag on the horizon

Share wars

Virgin atlantic, chicken mcnuggets or pampers?

The invisible channel

Flags, lighthouses and shipping lanes

Two little questions

A better version of steve

'Doing a dave'

Spreading the wit

Law and order

Pawnshops and tow trucks

An oasis of fun

X marks the spot

Vorsprung durch characters

Updating a classic

Flag wavers

Notes4 The 800lb gorillas: building a big broadcast brand

The big three

In the frame

Clocks and globes

Circle time

Shouting to the blue summer sky

'You're going to reap just what you sow'

A brand in poor health

A rallying cry

Good enough is not enough

The big brand builders

Notes5 The risk takers: building a TV channel brand with attitude

A revolution

A body with arms

Dipping a toe

Brain, heart and gut

A fearless network

The risk takers

Notes6 Idents: giving a channel a personality

Puzzles and blocks

Packaging with a purpose

The 2s

Killing 'boring'

Setting the blocks free

The origin story

An enduring role

NotesPart three Building and promoting tv programme brands7 Marketing drama: glimpsing the future, unravelling the helix and speed dating

Why it matters so much

Speed dating

Emotional engagement

Down the lens

Universal themes

Glimpsing the future

The three-act structure

Music and rhythm

Finding a voice

Divide and conquer

Will it work on a pencil case?

Returning in the fall

Notes8 Timing and other secrets a guide to promoting TV comedy

The hardest part

Crimes against comedy

This time next year we'll be millionaires

Deconstruct and reconstruct

Officially very funny

The secret ...

If you work in marketing, kill yourself

Taking the marketing on the road

Go out on a laugh

Notes9 Selling the news

Editorial balance versus marketing reductiveness

Choppers, dopplers and boots on the ground

The fight to be first

Moving a mountain

Anchorman

Closer to the people

Making people care

Re-creating the news

The biggest stories sell themselves

Future challenges

Notes10 Promoting entertainment shows scrubbing the shiny floors

Pressure in the spotlight

Lasting brands

The great survivor

Creating an event

The phone lines are open now

Hosts or format ... You decide

Sociable. Shareable

Taking the show on the road

Putting on the party frock11 Documentaries and reality: stories and storytellers

Why we watch what we watch

Programmes visible from space

Creating factual stars

Child labour

What type of storyteller are you?

Seasons and stunts

Shark week

Treat it like a thriller

Scoring the thriller

Future focus

Notes12 Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion

More important than life and death

Understanding a sports fan

Knowing the tribes

Seeing the funny side

Not giving it 110 per cent

In tune with the nation

Animation to avoid elimination

A successful campaign

The big ones

Shared memories

Putting the talent upfront

A p mccoy clings on

Bumping and grinding

'The game never ends'

Notes13 Marketing to children: nailing jelly to a moving train

Stories and characters

Involve me and I'll understand

Kids on screen

Playing along at home

Tracking down kids away from tv

The inventors of mash-up

An ever-changing audience

All the way through childhood

Keeping the worlds apart

Talking to the grown-ups

Kids versus parents

Past and future generations

Rebels with a cause

Merchandise as marketing

A trusted friend

Showing character

Rewarding the viewers

NotesPart four Building brands in the age of online tv14 Storyworlds: blurring the lines between content and marketing

A 'fatal' fall

Oceanic 815, the serial huntress and bicycle girl

Is it content or is it marketing?

Building early: the launch of defiance

Creating immersive experiences

Developing characters: 'let's go to the mall'

Sending 'love letters' to the audience

Keeping the storyworld alive

Taking the story into the real world

So where next?

Notes15 Social media: from viewers to fans to friends

Two essential truths

The water cooler on steroids

Word of mouth amplified

It's all about the fans

A gas in your system

Before, during and after

Between the tent poles

Big data

Launching with social

Building a following

Being the first

Being responsive

Forging new bonds

Keep it in perspective

Notes16 The future of tv marketing: seismic change, timeless principles

The enduring power of hits

The concept of a channel brand will endure

The nature of a curatorial tv brand will evolve

Producer brands need to assert themselves

The importance of tv masterbrands will grow

On-demand brands need to increase consumer affinity

Usage-based promotion will increase

Personalization could transform relationships with viewers

The future will be a hybrid one

Our manifesto redux ...

NotesAbout the authors

Index.