Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006

Alessandri, Sue Westcott

doi:10.1080/10496490802306871

Cited by 10 publications

(5 citation statements)

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“…In addition, the term "branding" has been commonly used to designate television channel credibility. This concept was first addressed in this industry in the early nineties, with the publication in 1993 of "Coming up for air more" (Alessandri, 2009). However, the term has only recently started to become important in this industry (Chan-Olmsted and Yungwook, 2001), specifically in the field of commercial televisions (Chan-Olmsted and Yungwook, 2001).…”

Section: Theoretical Framework 21 Corporate Credibilitymentioning

confidence: 99%

“…To date the literature has found at conceptual level that a television chain which in addition to being good (quality), appears to be good (visual identity) has a strong likelihood of being perceived as reputed (Gotsi and Wilson, 2001), thereby increasing its audience and its financing opportunities. From a consumer perspective, the literature has insisted that a television channel's solid reputation will retain the audience and furthermore, obtain favorable acceptance of successive products the channel introduces in the future (satellite and cable technologies, for example) (Alessandri, 2009). These effects are crucial for the channel's survival, as the companies that provide financing through advertising will commit to channels that consumers appreciate with large audiences and an innovative approach (Chan-Olmsted and Yungwook, 2001).…”

Section: Introductionmentioning

confidence: 99%

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Public versus private broadcasters’ management

Vilà

Boluda

2014

Management Decision

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Purpose – The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects. Design/methodology/approach – Totally, 816 Spanish viewers’ valuations were obtained (408 for the public television network and 408 for four private first generation broadcasters). Results show that some corporate reputation antecedents (perceived quality) and effects (attitudes) are stronger when private broadcasters are considered. Findings – Result show that proposed credibility reputation antecedents and effects are significant and that some differences between private and public entities really do exist. Research limitations/implications – To enhance a television network's reputation managers can follow two different but related paths: improve the quality and improve the consistency of the network's visual identity. That is, they should act on both content and form. However, public or private commercial broadcasters should emphasize different ways. Practical implications – The general impressions subsumed under the concept of corporate credibility are used to easily and automatically evaluate particular offers. Originality/value – Show, in the broadcasting industry, that new challenges and responsibilities for public broadcasting services in this new digital era of liberalization do really exist compared to private companies.

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Section: Theoretical Framework 21 Corporate Credibilitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Public versus private broadcasters’ management

Vilà

Boluda

2014

Management Decision

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“…To be successful, a broadcaster's brand must reflect, in part, its perception of itself, its programming, and its audience (see Alessandri, 2009 While commercial, over-the-air television networks have always had logos and brands (e.g., the CBS "eye"), in recent years there has been an increased reliance on the building of station and network branding, particularly through logos (Chan-Olmsted & Kim, 2001). Like other commercial enterprises, broadcasters must work toward differentiating themselves in an oversaturated marketplace.…”

Section: Branding and Broadcastingmentioning

confidence: 99%

Of Logos, Owners, and Cultural Intermediaries: Defining an Elite Discourse in Re-branding Practices at Three Private Canadian Television Stations

Ali

2012

Canadian Journal of Communication

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This article explores the relationship between local television stations and national networks through a careful study of station re-branding. The relationship is exploredO n August 18, 1997, viewers of CKND-TV in the prairie city of Winnipeg turned on their televisions to see the station had been re-branded, seemingly overnight, as Global Winnipeg. As then-CanWest president Jim Sward explained of the decision to re-brand all owned-and-operated stations to Global, "In a world of increasing fragmen-

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“…Como recogen Vila-López y Küster-Boluda (2013), a las cadenas televisivas les interesa desarrollar una marca reputada que abrace todos los productos que oferta para lograr elevadas audiencias, y, por otra parte, conseguir el desarrollo de una actitud favorable hacia la aceptación de nuevos productos que la cadena introduzca en el futuro (Alessandri, 2009).…”

unclassified

Gestión de marca corporativa online de los canales públicos de televisión en Europa. Propuesta de indicadores para su medición

Sánchez

Guarinos

2018

RLCS

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Extra -Innovación en Comunicación. Retos en la TV pública europea y en el periodismo móvil -Coordinan: Miguel Túñez (Universidad de Santiago) y Francisco Campos (Universidad de Santiago de Compostela) [02] Cómo citar este artículo / Referencia normalizada C Costa-Sánchez, V Guarinos Galán (2018): "Gestión de marca corporativa online de los canales públicos de televisión en Europa. Propuesta de indicadores para su medición". Revista Latina de Comunicación Social, 73, pp. 895 a 910. Gestión de marca corporativa online de los canales públicos de televisión en Europa. Propuesta de indicadores para su medición Online Corporate Brand Management of european public television. Proposal of indicators for its measurement Carmen Costa-Sánchez [CV] [ ORCID] [ GS] Facultad de Ciencias de la Comunicación. Universidade da Coruña, UDC, España carmen.costa@udc.es Virginia Guarinos Galán [CV] [ ORCID] [ GS] Facultad de Ciencias de la Comunicación. Universidad de Sevilla, U, España guarinos@us.es Abstracts[ES] Introducción. Los canales de televisión públicos afrontan una triple crisis derivada de los cambios en los mercados televisivos y del cuestionamiento de su gestión y de su necesidad. Metodología. Se realiza el desarrollo de la literatura científica y la propuesta de indicadores para sistematizar el análisis comparativo de gestión de la marca corporativa en el entorno online para los principales canales de televisión europeos. Conclusiones y discusión. Se desarrollan tres indicadores sintéticos. Uno para medir y evaluar la solidez de su comunidad de seguidores online; otro para analizar el grado de transparencia en su información identitaria y de balance y un tercero para analizar el nivel de orgullo de representación generado. La arena digital supone un nuevo ámbito al que aplicar su estrategia de comunicación y en el que proyectar imagen. Los sistemas de medición tradicionales ya no resultan el único modo posible de analizar el cumplimiento de su misión de servicio público.

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Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006

Cited by 10 publications

References 1 publication

Public versus private broadcasters’ management

Public versus private broadcasters’ management

Of Logos, Owners, and Cultural Intermediaries: Defining an Elite Discourse in Re-branding Practices at Three Private Canadian Television Stations

Gestión de marca corporativa online de los canales públicos de televisión en Europa. Propuesta de indicadores para su medición

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