THE TELEVISION BRAND: AN ALGORITHM

Abstract

The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing.

Keywords

• бренд
• медиабренд
• телевизионный бренд
• телевизионный маркетинг
• промоушен
• промоутирование
• тематическое телевидение