This is what I’ve got so far…I’m more concerned about the limiting word count (hence the rather small essay structure and chapters)! Any suggestions welcome!

Research Question

To what extent does brand credibility and reputation contribute to the longevity of a television channel?

Introduction

Brief overview of current market, how many channels, terrestrial vs digital (well established vs new).

Chapter One – Branding and Rhetoric 

The consequences of promises and breaking them, i.e. credibility and reputation. Notes from discourses linking advertising/marketing that can apply to TV channels. (Cialdini, Bell)

Chapter Two – Case Study – Failures – ITV Digital/Bravo (UK)

ITV Digital – Tried to capitalise on introduction of digital television, attempt to use ITV brand to piggyback its credentials/reputation. This was the origins of the PG Tips Monkey and Jonny Vegas!

Advert for ITV Digital

Bravo – Multiple revamps through its history. Rebrand that simply did not work, rise of other digital channels which appealed to same male demographic. BSkyB, who took over Bravo when it bought TV Living Group, said it was too similar to Sky 1’s demographic.

The final moments of Bravo

Chapter Three – Case Study – Successes – Dave/Fox

Dave – UKTV-G2…dying channel, “invisible”, strong programming content, weak identity. Success led to the whole of UKTV’s portfolio to be rebranded. Many awards won. (Link with Bravo rebrands)

Dave’s Elephant Ident

Fox – The curse of “the fourth television network” broken by Fox. Strong programming from The Simpsons in 1990 led to the surge in reputation of delivering quality content and the poaching of NFL from NBC. In 2008, it overtook the big three as the most watched network.

Conclusion

Weigh up contribution of credibility/reputation for each example.

(Case Studies)

Positive: Dave (from unknown to UKTV whole rebrand – broadcaster of the year), Fox Broadcasting Network (first US network to break “the Big Three” since 1986), Seven Network (rebrand to challenge top Australian Channel, Channel 9), Channel 5 (rebrand, new programming to entice younger audiences as well as from multi platform users, still trying to find its identity)

Negative:  ITV Digital (trying to tap into the digital market), Bravo (despite being well established, it closed in 2011, 7 months after a rebrand), Setenta (big promises for an already saturated market, poor business model like ITV Digital)

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