THE TELEVISION BRAND: AN ALGORITHM
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, tho...
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| Format: | Article |
| Language: | English |
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Peoples’ Friendship University of Russia (RUDN University)
2016-12-01
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| Series: | RUDN Journal of Studies in Literature and Journalism |
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| Online Access: | http://journals.rudn.ru/literary-criticism/article/view/13301 |
| Summary: | 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. |
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| ISSN: | 2312-9220 2312-9247 |