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Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic

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  • Tetiana Shalman
  • Vitalii Kornieiev
  • Nadiia Bilan
  • Tetiana Glushkova
  • Alla Bashuk
  • Margaryta Netreba

Abstract

The research explores the Ukrainian TV market, where major TV channels are owned by the four large media groups and are marked by peculiar branding and promotional activities. It is their branding and promotion strategies during the coronavirus pandemic that the article focuses on. To achieve this, the authors employ a systematic analysis to a sample of the leading Ukrainian channels’ broadcasting as well as to examine, in particular, their branded programs and their extensions on digital platforms launched by the media channels in order to facilitate their communication with audiences. The research reveals similarities in the channels’ promotion activities and practices of branding, common to TV industry in general. These include integrated marketing activities and branding strategies such as audience-oriented content, cross/self-promotion, new value chains, communicative engagement, sponsorships/partnerships and public relations.

Suggested Citation

  • Tetiana Shalman & Vitalii Kornieiev & Nadiia Bilan & Tetiana Glushkova & Alla Bashuk & Margaryta Netreba, 2022. "Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, March.
    • Handle: RePEc:bjz:ajisjr:2192
    DOI: https://doi.org/10.36941/ajis-2022-0031
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    References listed on IDEAS

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    1. Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots, 2015. "What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 1-8, Springer.
    2. Matthew Gentzkow & Jesse M. Shapiro, 2008. "Competition and Truth in the Market for News," Journal of Economic Perspectives, American Economic Association, vol. 22(2), pages 133-154, Spring.
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