Introduction: ‘But Television’s Not Soap!’: Theories and histories of branding and television Part I: Branding and the US Television Industry Chapter 1. The Age of Brand Marketing: US network television enters the digital era Chapter 2. It’s Not TV, It’s HBO!’: Branding US pay-TV Chapter 3. The End of Public Service Broadcasting?: Branding and UK television in the digital era Part II: Branding and the UK Television Industry Chapter 4. All the 4s: Branding Commercial UK Public Service Broadcasting Chapter 5. Of Logos and Idents: Branding interstitial space Part III: The Texts and Intertexts of Branding Chapter 6. Programme Brands Chapter 7. Negotiating, Contesting and Managing the Brand
Biography
Catherine Johnson lectures in Film and Television Studies at the University of Nottingham. Her research examines the Western television industries and the impact of industrial shifts on the cultural artefacts they produce. She is the author of Telefantasy (2005) and co-editor of ITV Cultures (2005).
'Much more than joining a conversation, Johnson's (2001) research is starting it, making a case for a field of scholarly inquiry largely ignored thus far by television studies. Branding Television provides a solid theoretical foundation for further research, and one that fills in a gap within the breadth of work on television's industrial and economic development over the past several decades.' Darcey West Morris, Critical Studies in Television
'Catherine Johnson's book Branding Television contributes to television studies by describing, explaining, and illustrating why and how television industries have turned to branding as a response to changes in technology....The book draws on a rich and detailed knowledge of both British and American television industries during this period.....' Alison Payne, NECSUS: European Journal of Media Studies
'Branding Television analyzes different strategies from channel branding to quality schedule branding, from relationship branding to service branding and to programme branding in the UK and US landscape...a value of this present book is the plenitude of case studies: from different broadcasts of two different nations and addressing both commercial and public services...to compare corporate, channel/service and a program's brand as interrelated elements allows [us] to consider television as a cultural form and to understand its evolution from a different perspective.' Deborah Toschi, Cinema&Cie
