The KISS of branding a TV channel


MUMBAI: "Never take a consumer for granted if you want the consumer to turn to you as a trusted friend. But this is possible to attain if there is clear communication and one unified message." This may sound like rocket science, but Bruce Dunlop Associates (BDA) believes is actually a truth.

Who are the consumers? Obviously, TV companies and their patrons --- the viewers. And, in a cluttered environment as the TV industry seeks attention, the importance of creating and promoting the brand, in order to keep the viewers glued to the channel, gains importance, said BDA business director

Philip Kitcher, who was holding forth in a session at Ficci Frames on `Branding of TV- Standout In the crowd.

Kitcher was throwing light on the importance of branding television channels and ways to maximise the brand value in a fragmented and cluttered space.

And, why not? BDA should know better as its clients include some of the major broadcasters in the world, including the BBC.

BDA provides a range of promotion and design services to broadcasters and advertisers worldwide. As a creative agency, it offers a one-stop solution for clients, producing quality work in the field of TV channel branding, broadcast design, commercials, sponsorship, promotions, print and radio.

As television channels increasingly look at promoting their brand and aim at keeping viewers hooked on to the channel, Kitcher pointed out, it is important to fathom the target audience and communicate to them in a language that they would understand.

Pointing out that communication has to bring out the core value of the brand, Kitcher said, "If it's not worth loving the brand in the first place, no amount of make-up will save it in the end."

Sounds profound? But it does also make business sense as at the end of the day every branding exercise is aimed at maximising the value for the brand or the company, which, it is hoped, would translate into earnings.

Stressing on the communication part, Kitcher said, if the communication does not convey the authenticity of the product, the brand will die a natural death. It all begins at the beginning of the tale ---- at a time when the branding exercise is conceptualised.

According to Kitcher, it all begins with a channel in search of a big idea' and leads on to what is desired. As far as a television channel is concerned, it is essential to 'map the journey' ahead, keeping in mind the content that will speak, in a way, about the brand too.

Kitcher said that another method to chalk out future road map is to use the 'attitude and tone' of the channel. "But without total team effort the path ahead is futile," he added, emphasising on the fact that it's no single step or a person that goes on to build a brand.

On the other hand, Kitcher pointed out, a channel also undertakes various methods to keep the viewers hooked on to the channel and this varies in 'effectiveness,' depending on the factors such as turning ideas into actions and keeping the message clear, simple and topical.

The BDA executive also dwelt on the importance of sound, which is an equally powerful branding tool.

Finally dwelling on the dynamic nature of branding a television channel, Kitcher said that it's all about keeping the team on its toes as team members constantly refresh strategies.

Though in an environment where media fragmentation is high and the need is to reach out to the consumer remains a challenge, engaging the consumers is more daunting than ever before, Kitcher said, pointing out the KISS ---- keep it simple and stupid ---- formula most of the time works.

Latest Reads

Promaxbda india 2018 announces puja vohra and glenn urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames
New initiatives at FICCI Frames 2018

MUMBAI: The 19th edition of FICCI Frames to be inaugurated by the I&B and Textiles minister Smriti Irani on March 4 is all set to be a grand event. There are a lot of interesting sessions lined up with few new initiatives this year. The annual media and entertainment global convention...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories