Broadcast Channels Brands in the System of TV Brands

• Main Authors: Ye. V. Romat, M. O. Irtlach
• Format: Article
• Language: English
• Published: State Statistics Service of Ukraine, the National Academy of Statistics, Accounting and Audit (NASAA), the National Academy for Public Administration (NAPA) under the President of Ukraine 2017-09-01
• Series: Статистика України
• Online Access: https://su-journal.com.ua/index.php/journal/article/view/21

The intertwining major trends in TV services markets (increased competition, media convergence and consolidation of media holdings) have led to almost unlimited freedom of choice for TV viewers and advertisers procuring resources of TV channels to place their advertising. The role of branding instruments has, therefore, dramatically increased. First of all, they are utilized for designing and developing TV brands, thus creating a ramified TV brands system. The main types of system elements of TV brands should be considered: brands of TV channels, TV programs’ brands, brands of broadcasters, brands of TV companies, brands of TV broadcasters’ owners, TV brands of international organizations, TV festivals and other TV brands. Brands of TV channels and associated programs’ brands and brands of TV moderators have a priority role in that system. As a result, representatives of groups of brands are the main constituents in the structure of the TV broadcaster brand architecture, whereas brands of TV channels act as a leading strategic brand (Master Brand) in the TV brands portfolio. The main objectives of this paper are to analyze the system of TV brands, determine their structure and study their basic elements. The terms of TV brands system and TV brands structure are conceptualized. The analysis allows for outlining main fields of actions in building up systems of TV broadcaster brands.