Branding Strategies for Digital Television Channels

Abstract

In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of interactive television were the focus of our analysis. At this point, it is worth considering some managerial implications stemming from the adoption of these new digital technologies. The goal of this section is to determine those managerial areas mainly influenced by the digitalisation process, as well as the way corporate strategies define changes. In this chapter, focus is placed on the analysis of the impact of digitalisation on marketing strategies through an investigation on the growing importance of the brand as a loyalty-based resource, available to digital television networks to aggregate and make loyalty vis-à-vis television viewers more concrete. Special attention is being paid to branding policies adopted by digital television networks through a better knowledge of the reasons why brand equity is important in the television industry.