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Innovating and Trading TV Formats Through Brand Management Practices

In: Handbook of Media Branding

Author

Listed:
  • Sukhpreet Singh

    (University of Glasgow)

  • John Oliver

    (Bournemouth University)

Abstract

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.

Suggested Citation

  • Sukhpreet Singh & John Oliver, 2015. "Innovating and Trading TV Formats Through Brand Management Practices," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 187-197, Springer.
  • Handle: RePEc:spr:sprchp:978-3-319-18236-0_13
    DOI: 10.1007/978-3-319-18236-0_13
    as

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