Branding more important than ever for broadcasters in world of new technologies

Conventional and specialty TV branding is relevant and can help viewers know what to expect when they tune into a particular station, agreed participants in A Brand Apart: The New Marketing Imperative for Broadcasters, a panel at the Canadian Association of Broadcasters (CAB) convention on November 7 in Winnipeg. The broadcasters’ contention that they each needed a distinct, credible branding strategy was in stark contrast to what delegates at the Canadian Cable Systems Alliance (CCSA) convention heard a month earlier. At the CCSA meeting in October, technology futurist Tod Maffin stated that channel brands will become less important in the on-demand viewing world, because consumers will be less loyal to brands as they become more able to access programming directly (CCR, Oct. 7/05). But panelists at the CAB argued the opposite, saying that TV will continue to be about branding. David Kirkwood, CHUM Ltd. executive VP of sales and marketing, said that branding helps broadcasters establish themselves as "cultural navigators" or programming aggregators. "ABC, NBC and Fox have all woken up to the benefits of brands. We live in a world of brands and consumers expect that. For younger people, it’s all about brands, even if they won’t admit it," said Walter Levitt, senior VP of marketing for CanWest Media Works Inc.’s TV and radio properties. Branding makes it easy for consumers to understand what each channel is about and what it delivers, he added. "A great media brand will help TV viewers wade through the clutter" of the multi-channel universe, making it more likely that they will keep coming back to a particular channel, he stated. "Brands simplify people’s lives," he noted, adding that consumers often have an emotional connection to a media brand. Jeanette Hanna, VP of brand strategy at Spencer Francey Peters, noted that CHUM has been enormously successful in branding its MuchMusic channel, with viewers feeling like they are part of a community. Corus Television VP of marketing Susan Schaefer agreed with Levitt, noting that branding has enabled children to know what to expect when they tune into YTV, and women to have an idea of what kind of programming will be airing if they turn the dial to W. Levitt stated that it’s harder, but still possible, to brand specialty TV channels as opposed to over-the-air networks. "With local news , there is an expectation based on branding. It’s a bit like going to the best sellers’ section of a bookstore," he said. He added that with specialty TV, it’s like going to a specific part of the bookstore, such as the home decoration section or those for other niche topics. Not only is it important to brand conventional and specialty TV properties, it is also imperative to extend that branding to new technologies such as podcasting or video to the cell phone. "These new platforms present a world of opportunities, if you have a strong brand. They will allow you to extend your brand even further," Schaefer pointed out. She noted, for example, that YTV viewers would find similar themes and logos on the YTV web site, which has been integrated with the feel of the TV station but can still stand on its own. She noted that Corus is applying the look and feel of YTV to many other properties such as newsletters, games for kids and blogs. YTV has a successful, consistent brand, she said, adding that "it’s the weak brands that won’t survive." Kirkwood concurred that his company has been able to do incremental branding with the new platforms, including reaching youth with the Much phone. Branding applies equally to radio, said Newcap Inc. operations manager and panelist Rob Mise, adding that the way a radio personality is branded can drive viewers to the station, and that is reflected in the ratings. "Some radio stations have a cult following based on who is on it," he noted. To the branding naysayers, Hanna brought up the example of the Virgin Group of Companies. She noted that the Virgin name, regardless of the product, is all about character, conjuring up images of adventure or risk-taking. Owner Richard Branson has created a worldwide recognizable brand with Virgin that applies to a wide range of products and services, including wireless phones, air travel, financial, retail, Internet, hotels, etc. She added that smart branding could also give a non-broadcaster a foot in the door. For example, she noted that Google TV, if launched, would likely be embraced by many customers familiar with the company’s Internet search engine since Google already has a reputation as a gateway to subjects.

Branding more important than ever for broadcasters in world of new technologies

Broadcast | November 29, 2005

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