Tele-branding in TVIII: the network as brand and the programme as brand
In the era of TVIII, characterized by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this article argues that branding can be understood not si...
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Routledge
2007
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| Online Access: | https://eprints.nottingham.ac.uk/3262/ |