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Abstract

At the heart of any successful television channel is a strong and distinctive brand that represents the identity and personality of the broadcaster. However, with an abundance of channels competing to make a long-lasting impression on audiences, the practicality of analysing and understanding common marketing methods utilised by channel executives and brand managers proves to be a challenging task. Hence, this thesis examines case studies of accomplished channel brands such as BBC One, Channel 4 and ITV as a means of recognising the effectiveness of the University of Portsmouth’s CCI TV channel brand. Specifically, this study explores how TV channel brands are created, maintained and subsequently rebranded, and investigates the existing perceptions of the CCI TV brand through the implementation of an opinion survey. Both approaches to researching this area of broadcasting will consequently support development of CCI TV through the design of potential branding strategies, thus guaranteeing the full realisation of this student-led and curriculum-focused television channel.

Course: Television and Broadcasting - BSc (Hons) - C23455

Date Deposited: 2019-11-21

URI/permalink: https://library.port.ac.uk/dissert/dis13461.html