RUDN Journal of Studies in Literature and Journalism (Dec 2016)

THE TELEVISION BRAND: AN ALGORITHM

  • A A Ulyura

Journal volume & issue
Vol. 0, no. 1
pp. 104 – 111

Abstract

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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