Branding
Packaging and Re-packaging
- Branding is used to create a unique persona for a brand. It is used to attract a specific audience, this is done by advertising (Idents) with a constant theme. By doing this a brand is easily reconisable for the audience.
Packaging and Re-packaging
- When a brand ‘re-packages’ itself, it has done this because the brand wants to appeal to a different audience. They can do this by changing the logo and the scheduling. For example the ITV 1 logo has changed to a more modern font which will appeal to a different audience.
Segmentation
- Segmentation is used to attract a bigger audience, for example the images at the bottom of the page, are all shows from ITV 1 that are shown throughout the day. The morning show ‘Daybreak’ is a news program, this will attract an audience that want to watch the news in the early hours of the day. The next show is ‘The Alan Titchmash Show’ this show is shown around midday, it attracts a older audience this is because most younger people are at work or school. The final show. ‘Chasing Shadows’ is a drama, thriller show, it is shown in the late afternoon when people have usually finished work and are home and watching TV.
- This shows that channels such as ITV 1, change their shows to fit their audience throughout the day.
Marketing
- Channels use marketing to show their value to customers. It is the technique of choosing a brands target market though market analysis and market segmentation.
- Market segmentation is the division of a channel or brand to fit a broad range of customers
- Market analysis section of a brand illustrates the industry and market knowledge as well as any of your research findings and conclusions
Screen Tempo
Space & Time
- Tempo, by definition, is how fast something is moved or played, therefore screen tempo is how fast the screen moves. Screen tempo can be used to show the audience what the behavior of the brand. For instance, a fast moving screen will show the audience that the channel is fast moving and has a dramatic mood. In contrast, a slow moving screen will show the audience that the channel is calm and peaceful.
Space & Time
- Most idents do not last very long, however, idents for channels which show programs that are entertaining and comedic, those idents tend to last longer. This is because the idents are usually filled with comedic themes, the longer the idents last the funnier it gets. For example E4 have many idents which are filled with random objects, such as tentacles, teddy bears, beach balls, purple goo, which makes the ident entertaining. E4’s idents are not very spaced out , they are usually cramped with random objects, in contrast, BBC 2’s idents are calm and spaced out this is because their corporate identity is mature and practical aimed at an older audience. This shows that space and time is a key component in idents and should be used practically.
Target Audience
- --It is important that an ident sets the right tone for the channel and is appealing for the target audience. As well as simply identifying a channel an ident is a chance to provide the audience with information about the channel. When BBC TWO arrived, it built is reputation on having more factual and informative programming. The initial idents therefore reflected this by being formally written.