Innovating and trading TV formats through brand management practices

Singh, S. and Oliver, J. (2015) Innovating and trading TV formats through brand management practices. In: Siegert, G., Förster, K., Chan-Olmsted, S. and Ots, M. (eds.) Handbook of Media Branding. Springer International Publishing: Cham, Switzerland, pp. 187-197. ISBN 9783319182353

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Television formats form a major cultural export and yet, there is no protection under copyright law. Format copycats or imitators freely develop game, reality and talent shows based on successful format ideas. Despite this, the format industry has developed an ingenious and complex suite of market based practices that are allowing a thriving format industry to appear. This chapter discusses how TV format makers use brand management practices, in the absence of any legal solutions, to innovate and trade in their products. These include a number of practices such as: developing and managing the format brand identity, developing localized brand extensions and leveraging the producers brand reputation.

Item Type:Book Sections
Keywords:TV formats, television brand management, media brands, branding, corporate brands, brand innovation, brand protection, brand extension, format rights.
Glasgow Author(s) Enlighten ID:Singh, Dr Sukhpreet
Authors: Singh, S., and Oliver, J.
Subjects:H Social Sciences > H Social Sciences (General)
K Law > K Law (General)
College/School:College of Social Sciences > School of Law
Publisher:Springer International Publishing
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